A man is tired after a long working day and accidently he leaves his briefcase behind at the platform. SJ - Travel without a ticket.

Due to the complexities surrounding the subject of the environment, the advertisement refers the reader to a campaign website, where they can read more about all SJ’s environmental work. All of SJ’s electricity-driven trains fulfil the world’s toughest environmental criteria and emissions are near zero.The advertisement exploits the design of the magazine, playing on its symmetry, with a stapled double spread combined with the text “Minimal environmental impact”.

The advertisement’s observation value stood at 75%. 70% felt the advertisement was easy to understand and 75% gave the advertisement top marks for originality. These figures come from a survey of the magazine’s readers, based on 500 responses.Ticket sales increased by 10% in the first quarter of 2007.