By having the surface of the space behind the poster on the poster itself, the ad space became seemingly invisible. Doing this we stopped the usual everyday ad interruption for thousands of people, and were able to let them focus on the key message: Teleclub - TV without interruptions.

The cutouts were so sought after that Teleclub had to reprint them and give them away to people that hadn't (yet) subscribed to the channel. As a result of the campaign, 6% more subscriptions were sold in shrinking market.