To advertise products such as flat irons is not an easy task. This was quite a challenge. To try to convey the concept of a common, daily-use product’s main attribute: its capacity to eliminate creases in a tangible way.We managed to make use of and modify a traditional element used in outdoor advertising (back-lighted modular panels) to communicate a flat iron’s main attribute: to remove creases. In the process, we generated the necessary impact and recall to stand out in a very competitive and conventional market.