| Title | METTLE DETECTOR |
| Brand | THE ECONOMIST SINGAPORE |
| Product / Service | THE ECONOMIST MAGAZINE |
| Category | C05. Stunts & Live Advertising |
| Entrant | OGILVY SINGAPORE, SINGAPORE |
| Entrant Company: | OGILVY SINGAPORE, SINGAPORE |
| Advertising Agency: | OGILVY SINGAPORE, SINGAPORE |
| Name | Position |
|---|---|
| Steve Back | Chief Creative Officer |
| Robert Gaxiola | Executive Creative Director |
| Troy Lim/Jon Loke | Creative Director |
| Kevin Joseph | Copywriter |
| Cinzia Crociani/Deng Yingzhi | Art Director |
| Kevin Yang/Frame By Frame Pictures | Photographer |
| Bala Shetty | Advertiser's Supervisor |
| Alvin Chin | Producer |
| Yulin Loh/Shupin Lee | Account Manager |
| Video Production-Freeflow Productions | Other Credits |
To distinguish the Economist reader from the man-in-the-street, we inserted special chips into the magazines and turned the anti-theft alarm systems in bookstores into 'Mettle Detectors'. Every time someone who bought The Economist passed through, an alarm would be set off.
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