In December, The Swedish Museum of Photography advertised their exhibition “We Have a Dream” with portraits of Dalai Lama and Malala among others. Inspirational people many want to have on their walls.

We grabbed the opportunity and printed a greeting on the back of these coveted ads, sending a message to discover more sides of Stockholm. A message that the Stockholmer’s carried all the way home.

On the back of the coveted posters – located on 635 spots in the Stockholm subway, and not visible until someone stole the poster – we put a simple yet clear message to the soon-to-be surprised poster-thieves, urging them to “Discover more sides of Stockholm” by buying Situaion Sthlm.

A message that literally followed the Stockholmer’s, our target group, all the way home.

As predicted, the first series of posters was almost all gone after the first couple of days. And a few days after new posters had been put up, also they had been stolen.

The most stolen was the portraits of Dalai Lama.