In a promo activation, a special circulation of the leading Swedish business newspaper Dagens Industri was distributed to 250 carefully selected business leaders and decision makers.
The edition was filled with blank ads and a note, promoting ”Workfulness” – Telenor’s program for creating an efficient and healthy digital office environment.
A lot of people don’t know how to use their digital devices efficiently, with push notifications, text messaging and emails interfering with their work focus. We wanted to apply the same principle to reading a newspaper.
The reason was not an act to block advertisements, but to highlight the fact that we need help to focus on one thing at the time, even during such a simple task as reading a newspaper. The ads showed a soothing blue background with no words or images, not even a logo.
This edition was exactly as the original one that day – except that the ads were blocked.
Art director: Andrea Gezelius
Copywriter: Marcus Bellafesta
Copywriter: Henrik Haeger
Copywriter: Anna Hansson
Account Director: Kristina Oldfeldt
Account Director: Markus Björk
Account Manager: Johanna Rexin
CRM: Kristin Tysk
Final Art: Claes Andersson