The campaign, devised by direct marketing agency rmg:blackcat will mail 1950s-style fruit and vegetable crates filled with bananas to industry creatives this week. Bananas were chosen due to their being a vital ingredient in brain power.
Each banana is individually labelled with an invitation to visit MSN's Creative Corner to win a trip to the Cannes Lions Advertising Festival.
Visitors to MSN's site will be able to see how online formats can be integrated into campaigns as well as enter the competition.
Maria Scott, board director on the business at rmg:blackcat, said: "This campaign is about inspiring creativity. A visit to Cannes offers the chance to see a showcase of the best work and meet thousands of successful people. In the meantime, bananas are a great brain food, which is always useful in the quest for new ideas."
The campaign was created by Shwan Hamidi and Anthoula Nolan at rmg: blackcat, together with account director Dionne Morris.
London's Black Cat merged with European marketing network RMG:Connect in January this year in order to offer clients brand and business consulting, CRM, direct marketing, promotional and interactive campaigns.
MSN is the sponsor of the Cyber Lions category for the third year running.
British creatives Simon Milliship from Wunderman Interactive and Jon Williams from Publicis Dialog have recently been named on the Cannes Cyber Lions jury this year.
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