How we used 60 years of dirt as our canvas. When the billboards in the Stockholm subway was replaced after 60 years we took advantage of the event. During nightime we used the dirty tiles, and our product, Ajax, to “print” our own billboard – a huge double packshot with no-nonsens copy. The work was awarded with two lions in the Cannes festival of creativity. A comment on social media called our stunt “engineered for Instagram” – we couldn’t have said it better ourselves.