The iPad version of DATUM magazine features an advertisement for a fictitious furrier. You can see a young lady wearing a fur coat. The iPad user, who wants to continue browsing, will now try to remove the advertisement by making that familiar finger-wipe movement, which, however, does not work. Instead, every finger-wipe movement will leave behind blood stains on the fur. The more the user tries, the more blood will appear.
Advertising Agency: Demner, Merlicek & Bergmann, Vienna, Austria Creative Director: Franz Merlicek Art Director: Stefan Öhner, Roman Steiner Copywriter: Arno Reisenbüchler Account Management: Markus Dammelhart Digital Producer: Codewort publishing published dezember 2010