The print portion of the new back-to-school Half.com campaign, to be seen in the comics sections of some 140 college newspapers, required a "relevant way to tell the 'save money on books' story that would seem fresh," BBDO/New York ECD Greg Hahn explains. "The key insight into this market is that when college students are given half off of something, like pizza or videogames, they usually consume twice as much. We thought it would be interesting to apply that thinking to learning. Choosing the cautionary tale approach seemed like a natural way to talk about overconsumption." Beyond its reputation as a superstore for discounted textbooks, Half.com, an eBay company, also sells CDs, DVDs, videogames and game consoles as well as books in just about every genrebut you can't get pizza there.