In recognition of the fact that students have more important things to think about than books (like where to find the cheapest fruit-flavoured alcopops, how to create the illusion of washing using only Febreze and a lint remover, and pondering whether Haribo Star Mix constitutes one of their five a day), Post -It has launched a campaign to promote its sticky notes in university campuses.
Post-It placed ice sculptures comprising of the words "Devolver el libro de Ingles" (return the English book). These were accompanied by the message "memory is fragile". The idea being that as the sculptures melted into a watery grave, students would instantly run to get a pack of yellow sticky notes. If they remember to do that without one of the aforementioned notes.