A part of the medium's content 'liquefies' and runs like water into a drain, which is marked as a promotion window and placed at the left side of the page. Where the content has 'drained away', the DKV layer appears with a text about 'extensive co-payments for medical expenses', pointing out the benefit of the DKV top coverage (100% coverage). The money, going 'down the drain', stands for the high co-payments.

With this unusual creative, the co-payment issue is clearly visualised, and the DKV top coverage feature 'no co-payments' is communicated effectively at the same time. The campaign's objective is to increase DKV's sales of full-coverage health insurance, and to create positive awareness of DKV's services.