Is the print ad dead? Many advertising and media agencies think so. Dagens industri, Sweden’s leading business daily, obviously don't. To prove this they have many successful print campaigns to show and talk about. But to get the agencies to listen, Dagens industri needed something to catch their attention. We advertising people love (or maybe used to love?) to share a good case study video: The well made documentation of a campaign or a student project that elegantly explains even the most advanced connections between different media. Our solution for Dagens industri was to make such a case video - but a fake one with a surprise ending.