Our client was a leading manufacturer of insulation for homes. More insulation = energy efficiency = cost savings. The govt. recommended 12" minimum for attic insulation. We designed a simple brochure with a perf-off ruler that contractors/remodelers would give homeowners who could then see how much insulation was in their attic. But the client killed the piece because they thought the contractors would just take off the rulers to measure their penises. This is not made up.
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