Clever promotion for Monte Carlo’s ripped jeans in Mumbai, India uses physical interaction to convey the message.
Two pages in the magazine are lightly stuck together.
As the reader opens them, the pulling action tears specific spots on the printed image of a pair of jeans on the following page, creating realistic rips in the fabric illustration.
The effect perfectly mimics the distressed look of the ripped denim, engaging the reader in a tactile way while showcasing the product.
