250 paychecks were placed on the desks of creative directors of 42 ad agencies in Israel, which are pretty much all Israeli ad agencies. The campaign created a huge buzz among the creative directors and was talked about among the Israeli creative community and press. The campaign reached its goals: 14 agencies, a 1/3(!) of our target audience took part, including all the leading agencies; entries were increased by 20%, including a rise in new participants.