Invite active trail of the Ariel Stain Pen from people "on the go". The Ariel Stain Pen Book - a self-help book "How to help get rid of stains on the go" was placed in cafes & bookshops and included an Ariel Stain Pen, die cut into the pages for the reader to use. When found, the reader was encouraged to take the book and leave it anywhere in the world, register it at bookcrossing.com, review the book and set it free. The fate of the book was up to the readers. Online reviews and activity on bookcrossing.com proved the book to be an "bestseller". The Ariel Stain Pen Books needed daily of refills.
Agency: Saatchi & Saatchi Paris, France.