This bird-interactive outdoor ad for Friskies bird seed makes a wonderful connection to the product, the audience and the product benefit. You can't get more straight and to the point - yet, at the same time, be inventive, attention getting and very cool. Great work from Leo Burnett of Portugal.
Implications - It's really impressive to see a company like Friskies having the courage to step outside the box with their advertising. Is there a better way to show how effective your bird seed is then by clearly demonstrating how much birds enjoy it? I don't think so. Nothing is more effective than a visceral demonstration, and this campaign has that quality in spades.