Magazines in South Africa are sold in clear, plastic cover bags. Not only did we negotiate to have one of Weylandts’ couches featured on the cover, but we also convinced House & Leisure to double bag this particular issue. A decal of a different Weylandts couch was affixed to the front of each successive bag. As readers removed each outer bag, they could see how three different Weylandts couches would look in the same environment.

The covers of magazines are generally considered sacrosanct. Our media idea allowed us, for the first time, to place our advertising message on the cover of a magazine. This unconventional media space gave our message maximum impact for relatively low expenditure.