We created a new ad format: instead of an insert, we made a special magazine intervention. It had half of the magazine paper basic weight and was placed in the middle of an article. At the bottom, instead of the marks: page 68 and page 69 we printed - on both sides - “67.5”.

On the other side of this intervention, the article’s content remained intact (we didn’t have to create any kind of fake content – like an insert would require).

The result was a never-before-seen media, ad and product. And the company even received a few e-mails and online messages with compliments about the ad.