We put UNICEF’s message right at the point of sale, exchanging the original price tags for our flipbooks disguised with a price and a barcode. While flipping, customers see the barcode begin to shrink. More and more barcodes appear, eventually becoming dots that form the image of a young girl working at a sewing machine in a sweatshop. Headline: "The real price is paid by others“.It’s a graphic depiction of who pays the real price: the children of the third world.

The reaction was immediate: we could see it influencing each consumer's decision to purchase, compelling them to think about the consequences before buying the product. That, and the news coverage that followed, made this campaign an excellent value given the small budget.