In previous years, client used phone calls to convince people they should advertise in this publication. The reaction was a barrier – people did not want to be disturbed, they said they´re not interested in advertising etc.To break through this barrier, we sent out a dimensional mailing designed as a Molotov cocktail. (The kind of bottle bomb anarchists used to break through barriers in streets.)The copy theme taps into the arrogance and dominance of some above-the-line communication. And suggests now is the time for below-the-line people to make themselves heard – through the ad in the publication obviously.

The 'Great Book of Below the Line' earned 500.000 CzK (cca 16.600 euros) in advertising revenue which was an unprecedented success for the client.