We started with a long copy full of passion and lust for language itself. We used an existing contest from the Berlin Institute for Foreign Relations that involves finding the most beautiful word on earth.In order to reach the literature students, we decided to scribble this long copy on a napkin. “The world’s first napkin book” was created.

The client received over a hundred job applications from interested, young literature students. This was 15 times greater than the previous month’ total applications. The agency was intro-duced to fresh talent who, without this promotion, never would have considered working in advertising.