To find an impactful, pleasant and useful object to advertise Ace task remover, which could be given to sales forces and purchase managers in retail stores.

We expressed the effectiveness of Ace using a white Scratch Pad, the kind we always need for drafts during meetings or at the office. Here each page looks like a white folded shirt with the Ace logo in the bottom corner. After writing on the page, the dirty sheet can be removed to expose another white page (and another brand new shirt with Ace logo). This clearly illustrated the whitening power of Ace.

5,000 copies were sent to sale forces to be given to retail stores responsible. All the copies were distributed. The European P&G marketing team asked for pads for the whole department too.