We chose the magazine “Firemen in Emergencies” (which is distributed only to the Firemen) to run an ad that was slightly burnt. But we did it for real. A torch was used to manually burn every single ad – more than 10,000 pages in total. The pages were then inserted in the magazine.

The result was a success. Besides turning the Fiat Ducato into a topic among the distributors, 60% of the audience reached, visited a dealer interested in buying the car.