Dagens Næringsliv (Today's Business) is Norway's leading business newspaper. The brief was to enhance the brand's premium position, and specifically for the campaign to become a talking-piece in the business community, as well as among those who aspire to become a part of the cultural elite.

The campaign became the most shared, commented and talked about campaign in the newspaper's history. Just to name a few examples, it was immediately shared with a big "LOL" caption on Snapchat by Norway's most followed influencer and a topic on Norway's most popular comedy podcast in a segment that lastet more than two and a half minutes.