We took short love letters from the project and presented them on a completely new media – The URL address bar.We took over the URL bar in a leading teenagers website, and upon entrance the short love letter was presented right after the URL address itself.Viewers could then enter the "First Love" website simply by pressing the Enter key.

In addition to sparking an online debate on the new way of advertising, the CTR rate for the campaign skyrocketed to 1.86%, more than 37 times the average CTR in Israel!