The annual International Advertising Festival 100W (100 watts) is being carried out in Sweden for 18 years now. This year’s opening was scheduled for 27 October. Agency Lowe Brindfors encouraged advertisers to participate, with the help of an advertising campaign “Awarding effective advertising”.

The creative idea is the impact of advertising, which prompted people to buy such goods, which they absolutely do not need - such as blind people have bought LCD TV, and bald - hair dryer.