Helsingin Sanomat (HS) newspaper is the leading and major daily newspaper in Finland. It is a highly appreciated brand, but younger readers feel it's a bit distant from their daily life. We wanted young people to spend some time with the brand online.Imakone, an "image upgrading machine" was an online tool to make a poster of users and send it to their friends. They could save their work to the gallery and the best ones were published in the newspaper. Ready-made objects only, or photograps of themselves could be used. Our street teams took these photographs to different events during the summer 2004. A code number was obtained from the street team to activate their pictures online.