More than big old bones! Saatchi & Saatchi's attention-grabbing tactic for the Senckenberg Museum in Frankfurt wins Bronze (Media) at the Cannes Lions 2012

All that finger crossing paid off, Saatchi & Saatchi Frankfurt bagged their first Bronze Lion in Cannes! The ‘more than big old bones’ film for the Senckenberg Museum in Frankfurt was awarded alongside two shortlists (Direct and Promo/Activation).

Michael-M. Maschke tells GoSee “2 x Shortlist and 1 x Bronze, is a super start to the week in Cannes. A huge compliment for Jörg Riommi (ECD) and the entire Saatchi & Saatchi Team in Frankfurt, Gehrisch & Krack Film Production and last, but not least, Lennox our four-legged bone expert. Lennox trained a week for his star appearance. And he was successful: he memorised the size of the bone perfectly and had plenty of fun, as you can see. So, don’t forget to visit the Senckenberg Museum on your next Frankfurt trip. They have ‘more than big old bones’.

What happened? The agency came up with an unusual live-event in Frankfurt for the Senckenberg Research Institute and Natural History Museum that let the dogs out! A huge cast of a Tyrannosaurus Rex bone – ‘on loan’ from the Senckenberg Natural History museum was carried through the city by a dog. The slogan ‘more than big, old bones’ aims to increase awareness of the museum’s activities as a research centre.

The four-legged friend happily carried his ‘prey’ across Frankfurt’s city centre, passing many famous sites on the way. The aim of the event was to capture the interest of kids, teenagers and parents and to raise awareness of the unique Senckenberg Natural History Museum and its research projects.