The ad ran nationally in 2 major markets to great success. Millions interacted with the piece. Numerous consumers wrote in to express delight and joy. At Christmas, what more could you want?

This idea takes an untraditional approach to a traditional medium: magazine print. It invites consumers to literally complete the ad themselves by folding it over. When they do this, they are rewarded with the image of an angel in the Dove bar, a special holiday message and a warm feeling about the brand.

Our objective was to breakthrough during the most cluttered time of year for communications: Christmas. To do this, we knew the work needed to be different, engaging and offer something extra to the consumer. This print piece accomplished exactly that.