So, we created the "perfect excuse" for men, after cheating on their wives: 3 different sweet little cards where one would read "I'm sorry my love for cheating on you." and inside one would find an explanation for why he did it. It was not because the man wanted, but because he simply couldn't resist it. There was nothing he could have done about it. After all, she (the other woman) was wearing Dreamgirl Lingerie.

Since the client didn't step up in terms of major investment, he was also not expecting immediate results. But the impact achieved with this action was so strong; there were more than 25.000 views on the brand's website and more than 1.500 orders, just in the first 2 weeks.