Fully adapted and integrated to existing classified advertisements, the concepts are customised to the column: typography, contents, and photography. The replica is perfectly adapted to their reading habits. One has to look very carefully to realise the subtleties. The advertiser didn't sign the ad to avoid some moralising issues that would have represented a brake to the communication of the message.

Considered as a disturbing campaign, the numerous reactions received from sex workers and dating agencies showed all the impact encountered.