We rebuilt a Eurosize-poster into a giant see-through mobile, so that passers-by could catch the action on the other side. The message of the campaign was 'MMS 71234 when something happens'.

The amount of tip-offs sent to Sydsvenskan Daily News increased by 241% as a result of the campaign. Consequently Sydsvenskan Daily News passed the market leading magazine on tip-offs in the region.