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CANNES, FRANCE OMD in Santiago, Chile, won the Media Grand Prix at the International Ad Festival here tonight for inserting CCU’s Cristal Beer in the Star Wars saga.
The Omnicom Group shop placed the beverage in various Star Wars scenes, repackaged as commercials within the broadcast, in an attempt to circumvent typical movie sponsorship and generate likeability for the brand. For instance, in one scene, Ben Obi-Wan Kenobe is seen holding a Cristal bottle.
Media Lions jury president Alexander Schmidt-Vogel, chief executive officer of Grey Global Group’s MediaCom Worldwide in Dusseldorf, Germany, called the product placement, “brilliant” and “attention-getting, enjoyable and smart.”
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