Tell women to take the New Parmalat Light Thick Cream, because if they do they won't have to work-out so much and do abdominal exercises to keep fit. We published a double page ad which at first sight was the same as any other run-of-the-mill ad, but which had the unique quality of making the reader interact.The ad featured a woman lying down doing her exercises (abdominals). Her stomach coincided with the centre of both pages, her torso on one side and her legs on the other. On top of the ad. a message read "open and close the page several times" and on the bottom another message read "or keep fit with the New Parmalat Light Thick Cream, 40% less calories".This automatically made the reader interact with the magazine, opening and closing it repeatedly, simulating the act of doing abdominals. Having worked together with the creative team to find new ways of reinforcing the ads. and their traditional formats.We managed in this case to make our ad stand out and encourage the reader to interact with it by using a simple, creative idea. It is special because we managed to have a traditional format such as a double page become an interactive ad, by highlighting any magazine's attribute (which is usually taken for granted or overlooked), ie. the action of opening and closing it. Furthermore, this did not mean an additional investment, a fact which allowed us to maximise resources.

Having worked together with the creative team to find new ways of reinforcing the ads. and their traditional formats.We managed in this case to make our ad stand out and encourage the reader to interact with it by using a simple, creative idea.