Story posted here.
"when Cellcom asked us to promote "First Love", its branded content website which presents Israeli teenagers' love stories, we needed to come up with a new way of making it noticeable to people online.

To do that, we turned the URL address bar into our media, using it to present short love letters which in turn led viewers to the "First Love" website simply by pressing enter.

What we thought would be a nice campaign turned out to be a new media tool, as the 4 leading Israeli websites now support this new way of communicating messages, whether it's an advertising campaign or a website announcement. "