The Medium is the Message: We emphasise the aspect, that even our ad could be recycled and become toilet paper by printing the message on the edge of a magazine. With this technique, every page has been included and proved, that the product is completely made out of this resource. The paper will be back.

We created awareness of the limited resources nature has to offer and hence reinforced the ecological consciousness through an attention-grabbing and innovative placing of the ad.Consumers were made aware of the importance of protecting the environment in a humorous and easy way as opposed to the often very 'wagging-finger-ads'.