Länsförsäkringar is a locally owned and managed insurance company in Sweden. The outlet in western Sweden (Gothenburg/Bohuslän) is home to two of Sweden's largest universities: Chalmers University and Gothenburg University.

Quirky textile patches are a strong symbol of Swedish student culture. The patches can contain message, logos and illustrations on humour, student associations, parties or gatherings. They are often traded among students and eventually sewn onto colourful overalls that represents the different institutions.

Based on this insight, we created 50 of our own patches with damage-preventing messages. And used them to cover billboards at bus stops on the local campuses during the university initiations.

Not only did students stop to read our patches.

They stole over 800 of them.

Quirky textile patches are a strong symbol of Swedish student culture.

So we created 50 of our own with damage-preventing messages.

And used them to cover billboards at bus stops on campuses during the university initiations.

Not only did students stop to read our patches.

They stole over 800 of them.