Golfers, interviewed early in 2004, regarded the forthcoming Ryder Cup as the most competitive ever. This time, it was going to be war. Branded, camouflaged golf balls played on the notion of golf course as battleground.Bespoke baskets filled with ‘take-one’ Camoballs sat next to tills in Pro Shops, and the balls were placed in driving range ball dispensers.

No-one had ever seen a camouflaged golf ball before. Using camouflage to make something stand out played on levels of irony that were obviously appreciated. You just had to pick it up - and almost 50,000 new golf-playing readers did.Circulation uplift of 47,000 (2,000 over target), 18,000 additional visits to the Guardian website.