The only path to true excellence in a specialist field is: practice, practice, practice. The agency aimed to motivate the students to do just that, by presenting the final-year classes with the tools they needed – box cutters for the graphic designers and ball-point pens for the copywriters. When the students had used their tools enough, they discovered the hidden message: it was time to get real, they were now ready to apply to PKP. This message was concealed under the blade of the box cutter and was printed on the pen refill in the same colour as the ink.

The box cutters and pens were distributed to the final-year classes in the 2008 year. By this mailing, the agency raised its value of image: PKP is now common talk among graduates and students.