We removed gothic text from Chesterfield advertising and perforated the visual with small smart “windows” that were revealing some words from the editorial article on the next page. Being put together these words formed a slogan with the main Chesterfield message.

For the first time in Ukraine editorial article became an integrated part of direct visual advertising. Using both classical and mini formats of Cosmopolitan we managed to deliver 120,000 copies of the modified Chesterfield ad. Preliminary tracking shows considerable ad recall increase.