Denksport is the premier puzzle magazine in the Netherlands. It is the undisputed market leader in this field but faces competition from free online games and is unjustly perceived as old-fashioned amongst young people. The client wanted to improve the perception of her brand by this audience with an unusual online ad.

To address a younger target audience, we surprised Internet users with a banner that unexpectedly lets them experience the playfulness found in the good old puzzles we know and love.