Even if we can’t help our country in any other way, then we can at least choose the most appropriate chair for the Prime Minister to sit on to ensure he handles his workload as efficiently as possible. This opportunity for the public was provided by Furniture and Interior Design Centre Spice in partnership with DDB and Prospero. Of the four chairs offered – the Workaholic’s Dream, Quick and Without Mercy, the People’s Stool and On a Green Branch, the public chose the one ‘closest to the people’. And on April 21 the People’s stool was delivered to the Cabinet and formally presented to Prime Minister, Valdis Dombrovskis!

Right from the start, the integrated chair sale campaign attracted a lot of interest – the campaign’s homepage which hosted a vote on the most appropriate chair for the Prime Minister was visited by more than 19,000 Internet users during the first two day. In addition to the TV, outdoor and Internet ads, several mind games were created from chairs at the Furniture and Interior Design Centre Spice including chess and sausages, as well as an exhibition of the chairs for Cabinet ministers. In this, the chair deemed most appropriate for each Cabinet minister was placed next to a cartoon drawing of the minister in question. And this campaign’s idea also made the headlines on the Internet news portals. As the Chairman of the Adwards 2009 Jury, Joakim Jonason would say, ”Good ads resonate on the latest news!”