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 WAS the idea. Over 50 different media were used in the campaign: posters, ballons, ads, toilet paper, flags, stickers, TVC's, screensavers, spam etc.
Everything under the motto "All you need to know. And then some."