Silver Pencil for Wimpy Braille

The highly publicised campaign, which reached audiences worldwide and reportedly generated over R5 million worth of PR, both locally and internationally, was designed for visually impaired consumers. It offered a direct, one to one communication tool where the offering could be discovered through the sense of touch.

It involved having special Wimpy hamburgers, with a sesame seed braille message on the top bun, hand-delivered to 15 visually impaired individuals at the three biggest blind institutions in the country. The message read: "100% Beef Burger made for you."

The campaign has also received a Gold Clio award in the Public Relations/Special Events category and a Bronze Clio in the interactive/Email category.

For more:

• Bizcommunity Search: One Show
  
• Award week: 7-11 May 2012
  
• Official websites: Creative Week New York (www.creativeweek.com) and (One Show): www.oneclub.org
  
• Finalists: One Show, Show Show Design & One Show Interactive
  
• Twitter: @OneShow, @CreativeWeek
  
• Facebook: www.facebook.com/theoneshow
  
• Pinterest: pinterest.com/creativeweek
  
• Tumblr: creativeweeknyc.tumblr.com