In order to attract the attention of young women for the Brigitte GoldCalendar, we surprised them a few days before New Year 2009 at thelegendary BIGFISH party in Berlin. BIGFISH is not just known forprofessional film productions, but also for lavish parties. As the motto “RussianBarbecue” suggests, everyone was flirting wildly, drinking a lot of vodka – andquite simply forgetting everything else around them. In fact, many of themcouldn’t even remember what they had done the next morning. Our idea playsalong with this blackout. When the women had left their coats in thecloakroom, we hid little surprises in the pockets, which they would only findthe next morning. Small tags on more than 250 objects (dog leads, handcuffs,hotel keys, balaclavas, socks, men’s underwear, dummies and pig masks) read:Can`t remember what you did last night? The Brigitte Gold Calendar can help.

Our promotion depended on the fact that the women would only discover theobjects in their pockets the following day. This led to some surprising reactions:Brigitte received several e-mails in which many amused women asked abouttheir “finds”. Our idea thus generated a lot of talk and increased visits towww.brigitte.de long after the party.