One keyword was printed on each of the 1,000 sweatshirts, along with its search ranking in 2003. The huge printed words created a fresh impact to the Japanese who were intrigued at seeing "Nuke" and "Plastic surgery" pass by "Sushi." Although the medium was extremely small, we were able to show that much more. Visitors to Shibuya passed by at least several tens of human media, and since each featured different words, were constantly amused.

This communication event's budget was substantially smaller than a 1-page newspaper ad but its impact was far greater. The ad reached at least 2,000,000 people and spread through word of mouth. TV and magazines covered this unique event. As a result, goo was the only search site to increase the number of unique audience in December (17% up: Nielsen//NetRatings).