THE SMALL PHOTO COVERS WERE BRANDED WITH IPANA AND WERE DISTRIBUTED IN PHOTO STUDIOS THROUGHOUT ISTANBUL. THE PHOTO STUDIOS GAVE THOSE COVERS TO THEIR CUSTOMERS IN ORDER TO SHOW THE END BENEFIT OF THE BRAND.

We sent 2000 portrait cases to photograph studios around Istanbul. The use of such clutter-breaking medium activated consumers who were otherwise unresponsive to messages given by toothpaste brands.