Dutch bicycle company VanMoof printed a picture of a flat screen television on its shipping boxes and saw an incredible 70-80% reduction in damages. Nothing on the box explicitly claims that there’s actually a TV inside—there’s even a silhouette of a bike in the screen—but the image alone spurred those handling the shipments to treat them with significantly more care. It’s a truly ingenious, low-tech hack of delivery channels, and it’s netted tons of attention for the company, as demonstrated by the fact that you’ve now heard of VanMoof. You can read their creative director’s thoughts on it at medium.com and Quartz has a write-up at qz.com.