The creative took the form of a “dirtying postcard”: a regular looking promotional postcard, smeared with a substance resembling charcoal, which leaves dusty black marks on the hands that pick it up. For anyone who picked up the post-card, the message was clear: getting "dirty" because of someone else's bad habit is indeed infuriating.

The postcard sparked off conversations in all the places where it was distributed. Some people were annoyed by it while others were struck by its originality - none were indifferent to it. Many praised the accuracy of the statement - getting "dirty" because of someone else's bad habit is infuriating.