Based on the idea that the "medium is the message", we developed a special crafted piece to promote “Sushi Fest”. "Sushi Fest" is Europe’s first traditional sushi festival. We used a space normally overlooked: the page margins. In those areas we printed images of sushi ingredients. And a back cover with nori seaweed texture. Then we rolled it like a Japanese sushi roll and sent this surprise to “Gin Lovers” magazine subscribers.