There are few more effective ways of passing a rainy Sunday afternoon than doing a big jigsaw puzzle. But what if there was a prize at the end of it? That’s what Australia’s Colenso BBDO and cheese brand Mainland offered to those who took the time to complete 2000-piece jigsaw puzzles. Put the last piece in place and, lo and behold, the giant puzzles became discount vouchers for tasty Mainland cheeses. A relevant use of a classic medium, because a good cheese – like a challenging puzzle – requires time. Plus, of course, you could always post your finished puzzle on social media for bragging rights. Now say “cheese”! 

TitleThe Mainland 2000 Piece Voucher
Campaign The Mainland 2000 (Piece Voucher)
Advertiser Mainland Products Ltd
Brand Mainland

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