National Encyclopedia

NE

The objective of this campaign for The Swedish National Encyclopedia (NE) was to claim a position as the leading reference book. With a tiny budget.

Therefore, the media solution became an important part of the creative idea. Or, rather, the media solution WAS the idea. Over 50 different media were used in the campaign: Posters, balloons, ads, toilet paper, flags, stickers, tvc:s, screensavers, spam etc.

Everything under the motto “All you need to know. And then some.”

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