In the Czech Republic – and in most of the CEE region – Branded Entertainment is a fairly new and still unconventional way for brands to advertise. There are very few brands who have explored this type of engagement until the present, and that’s why Forbes Magazine’s approach managed to stand out from a clutter of typical advertising strategies.

We turned a metaphor into something literal. We managed to make the most wealthy people feel even wealthier by s***ing gold. As Forbes is known for providing success stories and financial analyses, reading it can have the same effect as our pill.

The DM reached 100% of those it was addressed to, but it went even further as it became discussed and shared on social medias and brought the magazine many new subscribers that might one day experience, how it feels to s**t gold themselves.