The small English town of Sandwich got a series-of celebrity-led wake-up calls in Abbott Mead Vickers BBDO's campaign for Walkers crisps. The agency wanted to demonstrate that Walkers chips can make any sandwich more exciting�"even the town of Sandwich itself, so it tapped superstars like British F1 driver Jenson Button, actress Pamela Anderson and Brit boy band JLS to take on new roles and add some spice to the residents' lives. Button became a cab driver for a day, Anderson became a barmaid at a local pub and JLS performed at a local school.

The effort recently earned the first ever creative effectiveness Grand Prix at the Cannes International Festival of Creativity on Saturday. The content was distributed through PR, TV and internet, with the buzz inspiring not just sales of Walkers chips but also encouraging the brand's own sales force and retailers to get Walkers crisps positioned near sandwiches.