Twelve animals were pitted in an online contest following the oracle formula of Paul: two containers of food, each with the national flags of an upcoming match, were presented to the candidates. The animals would predict the winner by eating from one of the containers -last one standing would be Holland's Next Octopus Paul!
All contestants were residents from Kinderboerderij De Pijp, a local petting zoo in Amsterdam. The campaign site provided information about the petting zoo, the animals and how people could volunteer at the zoo.
The campaign was positively accepted in the press and had a markedly positive effect on the amount of volunteers. At the 2013 Spin Awards, Holland's Next Octopus Paul was awarded with two silver spin awards and nominated for the ADCN awards and SAN Accenten 2012.Watch the video