Leveraging off real classified pet, livestock and poultry ads, Midalia Steel achieved full-page impact for the price of a 10X7 press size. In conjunction with The West Australian newspaper, the ad was paper-set and created after the classified deadline, within two hours of going to print. Allowing the pagination of the pet section to be confined with the safety of the surrounding fence.

The Ad won the coveted Caxton Award and was the only ad from Western Australia to win, and was one of only 12 awarded.