The Spring/Summer 17 campaign was shot in Formentera. Inspired by Peter Lindberg, we used a black canvas to create a backstage feeling with a sense of space surrounded by nature. One part of the campaign was a competition to win a backstage moment at the Laurèl fashion show. Therefor we included the hashtag #backstageforlaurel which linked the campaign with the social media channels and guided the customers to it. The feeling of freedom on the beach was transferd into the newspaper and its oversized layout. It was printed on natural paper to support the beachfeeling. The layout is very playful and surreal. Visuals were combined with little essays, poems and adjectives to lead the beholder to a very special and unique emotion.