Debenhams Department Store includes all fashion such as clothing, home and cosmetics... As a fashion pursuer the best way to explain the department store concept we inserted our advert into a fashion magazine. The idea of the advert was to make the magazine inside out. At the end we had all the fashion magazine pages in our own bag with the headline 'Covers fashion!' This way not only succeeding to explain the concept, by using the audience interactively we had more impression on them.

The advertisement has been more of a success than expected. The word of mouth has been a big impact. Customers and selling increased. The design asked to be analyzed in one of the leader magazine of marketing communications sector, Marketing Türkiye. The total circulation of the Instyle magazine has increased from 20.000 to 33.000.