Unconventional: the revolutionary media idea: Levis ad positioning on a front cover! - It's unique. Anti-fit: the layout of the entire magazine ‘IQ Style’ is made to start with the last page and the reader is forced to read through it starting from the back.

Advertising exposure = media exposure -additional contacts 32%. Plus advertising functioning also as a little poster inside the bookshelves - additional impacts on bookshelves even within neighbouring genre titles 180%. Adding up to an overall 212% additional impacts.