The Netherlands Customs Office took a 'guerrilla marketing' approach to communicating their customs requirements to travelers entering the Schiphol Airport:
From the creator:
To communicate Dutch customs regulations to passengers arriving at Schiphol airport and remind incoming travelers to consider the contents of their luggage, S-W-H came up with the following: on the reclaim belts we planted dummy suitcases with a crocodiles tail sticking out with the additional message Something to declare? Please go to the red channel..
I think it's a good way to raise awareness about customs compliance; it's also interesting to see how people outside 'the business' view customs regulations. The agency who created this 'guerrilla marketing' campaign did a great job of getting traveler's attention - especially curious kids!
This ad campaign also receive accolades from AdAge as a "Best Ad." All in all, there were 5 or 6 different tactics they used to raise awareness in what items need to be declared. You can get some closeups of the items at CreativityOnline. (Subscription may be required.)
For most people, customs compliance ends at the airport. However, for most goods bought & sold in stores around the world they must travel great distances and face hurdles like these at each stop.
Another one by the customs office at the same airport is below, that is not part of the above campaign. Not as cute, but still interesting, and very effective at communicating the customs requirements without using language. Also, if you're wondering if you have to declare the zombie fish you have in your luggage when entering the Netherlands, yes- you do.
