per aspera ad rock'n'roll

The Stolen Print

Rhein Riesling Late Harvest - a limited edition premium wine and a very exclusive product on the Moldovan market.
How can you present the value in a magazine ad?
By stealing the ad. We’ve placed pre-torn images of the new Fautor Rhein Riesling wine in magazines, accompanied by the following statement: “Valuable things deserve to be stolen”. The back of the ad contained the URL to a website, specifically designed for this particular wine, on which visitors could learn more about the Fautor Rhein Riesling limited edition.
Both the client and the magazine received lots of alerting phone-calls: "Someone had intentionally torn out your​ ​ad of the magazine!". The campaign achieved also a lot of attention on social media and was highly appreciated by the public.

The most valuable things have to be kept safe.