For the Swedish furniture brand String, we created a visually driven concept to manifest the flexibility of the system. And boiled it down to: Modular shelving philosophy. The main media is ads in international interior design and fashion magazines in Sweden, Denmark, Norway, Germany, France, Japan and the UK. The campaign is getting recognition (buzz in newspeak) on blogs around the world and people are posting #shelfies on instagram. That’s nice and all, even nicer is the fact that sales are up with double digits in 2013, 2014 and 2015. And for the award junkies out there: We won Best Design in D&AD in 2015 and were shortlisted in 100wattaren (Swedish Effie Awards).