The ad was not only a simple ad, but could be used by the readers of Persönlich to hide it from their colleagues. The ad was at the same time a camouflage cover.

Personlich is the leading advertising magazine of Switzerland. It is so much sought after, that the creatives steal it from each others desks in the agencies. The task was to dramatise this close relationship, and at the same time gain new subscribers.

By using the media in an unusual way, the magazine was the topic of conversation everywhere. The campaign won several awards, which of course increased the acceptance amongst creatives significantly, and also resulted in many new subscriptions.

The media and the message were tightly linked together. The readers loved to hide their Persönlich magazine by using the camouflage cover. In that way, they realized how attractive the magazine they are reading is.

A totally new readers' service: in every edition of the Personlich magazine an ad is placed with the cover of a actual existing magazine, which is absolutely boring to advertisers. One only had to fold back the left page and the advertising magazine looked like some animal, handiwork or trainspotters magazine. Magazines which no advertiser would possibly steal.