When Germanys top news show changes the tiniest detail about the way it´s presented it´s a big thing. So they asked us how we can promote that the anchorwomen and -men who were always sitting behind their desk would suddenly stand next to their desk for the very first time in 65 years. We came up with a simple idea and turned it into a guerilla- and Social Media campaign that created a buzz worth of 300 million contacts and 30 million Euros – for the price of a pair of pants.