Metro readers in Denmark were surprised to find that their familiar newspaper was completely without photos. Word quickly spread across social media that Metro had made a huge mistake. The ad agency TBWA Copenhagen had been tasked with developing a sticky campaign for the world’s biggest photo competition: Metro Photo Challenge. This “No Picture Edition” paid tribute to pictures by proving how much we miss them when they're not there. This innovative campaign — together with a new platform and a photo expedition as a prize for the winners — proved highly successful as the Metro Photo Challenge 2012 received buzz worldwide, which resulted in a 377% increase in participants and 139% more photos. Impressive.

"No Pictures" Metro - TBWA Copenhagen

Talisker owns the only distillery on the Isle of Skye in Scotland which happens to be one of the wettest places in the country (where a light drizzle can quickly transform into a full-blown weather phenomenon). The whiskey-makers wanted to bring their tempestuous weather to whiskey-drinkers across Europe — so they set up a 25-foot interactive installation to give them a taste. Sweet.

"Talisker Storm: The World's First Interactive Storm" Talisker Whiskey

To highlight Santec Security Cameras' tagline "There is No Escape" and get the word out about their product in Germany they partnered with Serviceplan. The agency showed off the immediacy of getting the thief when using security cameras by converting the Study they were stealing from into a jail cell in 20 seconds.

"Prison" Santec Security Cameras - Serviceplan

"Swing" Santec Security Cameras - Serviceplan