The newspaper’s provocative headlines and reporting is causing public debates very frequently. That’s why we choose to advertise it's lingerie collection equally provocative by using the present public discussion about backscatters at airports in Germany. So we installed fake X-ray vision machines at floor escalators and near by security gates in airports. Whenever a female traveller passed through, she would be recognized by a face detecting device and the monitor showed an attractive female body in X-ray vision, wearing the foxy 'SEITE*1GIRL' lingerie.

Headline: The only weapons allowed on board.

Subline: The BILD lingerie collection – exclusively at C&A.

Over 200.000 people saw the installation live at the airports within a week. The media reported nationwide. And within ten days the client’s monthly sales expectations were met.