Anthon Berg: The Generous Upgrader

Credits & Description:

Client: Anthon Berg
URL: http://mrtesticle.com/cca/2013/upgrader/
Agency (& City): Robert/Boisen & Like-minded (Copenhagen)
Creative Director(s): Michael Robert
Copywriter(s): James Godfrey
Art Director(s): Heinrich Vejlgaard
Digital Production Company (& City): Molamil, Copenhagen
Programmer(s): Jorge Hernandez, Jakob Elm Mikkelsen, Patrik Svensson, Martin Schiøth Dyrby
Strategist: Søren Christensen
Account Director: Mette Ingemann
Digital Producer: Mathias Birkvad
Short explanation
To demonstrate Anthon Berg’s philosophy of generosity, we turned the humble boarding pass into a ticket to a “delicious flight upgrade”. The Anthon Berg Generous Upgrader was a specially built machine located at various airport terminals. Before boarding flights, passengers could scan their boarding passes at the Generous Upgrader, and using specially developed software that cross-references the information on their boarding pass with information from Seatguru (a company that has mapped and rated seat configurations of airlines around the world) we could tell passengers about the quality of their seat and then upgrade them accordingly. The worse the seat, the bigger the chocolate upgrade.
For once, having a bad seat on a plane was actually a good thing.
Description
Confectionary