MindShare's strong belief in the communicative solution with only one web address resulted in a fully integrated campaign including all main media in Sweden, and not only the Internet and morning press from the original idea. In order to really use the imagery that conveyed the Dream of Nature, we used eurosize posters that had central urban locations. The result was a enhancement of the campaign that to a great degree contributed its impact. The idea to use several TV spots in the same break had two main objectives: strengthening the dream by creating a breathing-space in people's living rooms as well as using the proximity of the home computers.