Originally, the creative team developed this idea as a hard insert to circulate inside newspapers. For the media team the idea had the potential to do even better. Challenged to take the idea a step further, in impact and effectiveness, the media team negotiated a double-page thick paper insert within the general interest magazine IstoÉ. Thus, two objectives were accomplished: first, it generated high impact whereby the magazine was received opened and shrink-wrapped, with the insert demanding immediate subscriber attention; and secondly, distribution was kept at a very low rate because high-income and high pick-up purchase regions were selected.