Why we removed every single full stop in the Daily Mail Magazine.

Date: 9 October, 2017

Article Image

WiFi Calling is an exclusive new product from eir that eliminates mobile phone coverage black spots by using WiFi connections to boost your signal. So in order to launch this innovative new service, we wanted to do something equally innovative and create a world first for newspaper advertising.

We took over the entire Daily Mail Magazine and removed every single black spot. Every full stop, every semi colon, every tittle on every ‘I’ and every ‘j’ was replaced with a colourful eir dot. All of them. Then we explained with a full page ad at the back of the magazine.

eirblackspotsblog

Massive thanks to our clients in eir for making this possible… and apologies to the poor designers in the Daily Mail who had to sit up all night combing through the magazine painstakingly replacing black dots, one by one.

wifi_concept

More news

Sleeping Flags and 10: The Book That Grew win at Cannes Lions.
21st June 2019

Sleeping Flags and 10: The Book That Grew win at Cannes Lions.

The Joy of Polyamorous Creativity at Cannes Lions
21st June 2019

The Joy of Polyamorous Creativity at Cannes Lions

Rothco’s CCO Alan Kelly is one of Adweek’s Creative 100
11th June 2019

Rothco’s CCO Alan Kelly is one of Adweek’s Creative 100

Hello