Newspaper allowed us to deliver a brand message to our audience at a precise time: SuperBowl Sunday. The Face & Body Paint Kit’s ideal placement (center-spread in the SuperBowl section) and striking appearance ensured the target’s attention. Thanks to the extremely interactive nature of the execution, the audience embraced our brand message not as an advertisement, but as a memorable part of their SuperBowl experience.

The Face and Body Painting Kit took Seattle by storm. The ad was featured twice during ESPN’s national game-day coverage, contributing $400,000 in unpaid PR. Hawksbluegreen.com, the site created to let Seahawks fans post photos of themselves covered in blue and green ink, received over 220,000 hits in two days.