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

Date: 9 October, 2017

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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.

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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.

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