Kern & Sohn: The Gnome Experiment

OgilvyOne UK

The Team

Charlie Wilson – Executive Creative Director
Emma de la Fosse – Executive Creative Director
James Nester – Creative Director
Graham Jenks – Creative Director
Aphrodite Paxinou – Digital Producer

Other Contributors

Nick Hearne – Art Director & Social Creative, U-Dox
Blair Metcalfe – Pr Lead, Ogilvy PR
Piet Johnson – Photographer

How did the campaign make a difference?

This experiment used a travelling gnome to prove a little-known theory about Earth's gravity. Beyond business results (21% sales uplift), the story reached 350 million+ people in 150 countries, propelling Kern to the top of Google rankings. The experiment became a TED talk and was even added to several national curricula.

What details of the strategy make this a winning entry?