TV3 wanted to alert the public to the fact that television series, Prison Break was coming soon.

Playing off a common way to duplicate keys in prison, we embedded a key imprint and the show’s details into bars of soap and then placed them in public bathrooms all around New Zealand. They were left with the shows details facing up, and upon washing their hands the user would discover the underside where a key impression was hidden.

These soaps were used by tens of thousands of New Zealanders in the week and half lead up to the Prison Break season opener and the first episode was the highest rating show in its timeslot.