Creative Execution: We capitalized on the visual effect of words when reflected in a mirror, which produces a backward reflection. We convinced the newspaper to create a full page interior decoration content article at the closing of which our "Mirror Week" ad would appear, and to allow us to reproduce that same page backwards in the facing page, just as it would appear when reflected in a mirror, to dramatically achieve our message objective.

Results: "Mirror Week" actually lasted only 3 days, as the demand created by the ad depleted their mirror inventory. Sales increased by 67%.