On August 27th, 2008, the agency executed the idea on the well-known and crowded Xiaomeisha beach, near the theme park. With the help of a shovel, goggles and a breathing tube, we buried a girl’s head in the sand, exposing only her body. We buried a second girl next to her, with only her head showing, her body hidden under the sand.

It became a surprising sight: A headless girl holding her head with her arm, enjoying the sunshine on the beach. This drew the attention of thousands to our message.

This stunt created a buzz and people stood around to watch. The local media SZ TV and SZ Evening News caught wind of it and covered it on the news. A survey later showed that over 87% of the people present on the beach were interested in attending the International Magic Festival.

Tickets booked via telephone and internet made up 37% of total sales. On the opening day, a record number of 12,000 visitors walked through Happy Valley Theme Park’s gates.