‘Men vadå?’

‘So What?’

Stockholm is clean, it can always be better though. It's like people have some sort of built-in-filter in their eyes which makes trash cans invisible to them.

We came to the insight that we often tend to justify bad behaviour by telling ourselves that we did something good at some other time — what we refer to as the 50/30-principle. By putting this mentality into words, we ended up with this ad.



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