With a tight budget there was no way we could compete using traditional media channels, so we had to come up with an alternative idea. With the massive exposure of the players during the Euro 2008 matches we decided to incorporate them as part of the execution, something which has never been done before. We asked the featured players a series of questions regarding their football career, personal lives and many other things. We then used the players answers to create a very detailed tattoo for each of them. We chose to expose the tattoo in the final group match Italy vs. France where we expected the biggest TV audience. We had Italy's Mauro Camoranesi wearing the tattoo during the important match. The tattoo also served as an interactive element on the campaign website, where users could explore it and discover all the embedded videos, where the players give their answers and reveal more about who they are.

Fake tattoos (and hence the graphic reference to the X-ray collection) were exposed on live-TV to hundreds of millions worldwide without any media costs.Massive exposure on several hundred football blogs and sites worldwide.