Create a stir. Arouse debate around the issue. So, we built a brothel right in the middle of Sweden's most influential political forum Almedalen Week, and created ads to invite the audience to our brothel. Our message was "Welcome sex purchasers and opponents of the sex law - make yourselves at home."

The brothel became not only the center of attention at Almedalen Week, but the debate was embraced by TV, radio, newspaper and online reports and commentaries nationwide. A PR value worth close to SEK 7 million, on a budget of far, far less.