At first sight, both boards seem to show the same product. At a second glance, the viewer recognises the kid's shoe on the small board. This moment acts like an eye-catcher.Children and adults are looking at eye level on the boards. Oddly, the message is transferred merely by the shape of the medium. The visual and media message are so strong that a claim/headline is dispensable.

The billboards were placed on highly frequented pedestrian areas near Görtz stores. The qualitative focus groups with pedestrians have shown that the brand Görtz had an unaided brand awareness of 65%. The brand gained a lot of sympathy.