I love it when creative meets great idea ... they make acute couple and their massage gets across in the simplest way possible.
DHL wanted to promote their newly improved delivery lanes to the United States of America and Europe; and O&M Beijing’s creative director Michael Wong came up with this ingenious idea of utilizes a special magazine media buy, whereby at a flick of the page, the DHL parcel was instantly delivered to the other side of the world.
this is a cool idea
would magazines allow it?
and it probably costs quite a bit more
it's like 4 pages of advertising right?
Yep! it must not have been cheap ... but now ... theres also a chance that it didnt run, they could have done a mock up to show how the idea would work on a magazine ... i think thats called Ambient advertising