While most companies spam the convention area with key rings, plastic bags and stickers, together with PlayStation® we thought of something more entertaining and true to the gaming experience.

Gran Turismo is the real driving simulator and with this game, everyone can feel like a winner. In order to underpin this idea, we went to the convention’s parking lots and sent out teams of Grid Girls equipped with instant cameras and motorsport accessories like a magnum bottle of champagne, a cup and a winner’s crown.

The Grid Girls posed around regular, everyday guys’ cars and took pictures of them. By placing a little “Feel like a winner” sticker on the photo and sticking it under the windscreen wiper, the girls left visitors with a nice gift that was unique and customized.

After the commercial-overdose at the convention, we were the last people that spoke to the audience where they least expected it and gave them a gift that really meant something to them.

See a collection of our Grid Girls on Flickr.

If you have any comments or suggestions please email Christian Scholz.

If you have any comments or suggestions please email Dirk Henkelmann at TBWA\Berlin.