The primary cultural bastion for libertarian Danes. Nothing less. That has been the role of the Danish newspaper Politiken since it was founded in 1884. Everybody knows it for its news and views on art, culture and politics.

Business and financial news? Not so much. And that has kept it out of most letterboxes in the Danish whiskey-belt north of the capital Copenhagen.

On the other hand, the up-and-coming financial publication finans.dk already has a great grip in those who knows it – but too few do.

The campaign gives the best of two worlds by unifying the reach of the cultural Politiken and the corporate appeal of finans.dk in a bundle of the two for the price of one.