As the debates rages between those who prone 'All Digital' and the defenders of paper, we used the influence of famous journalists to present Le Trèfle, a toilet paper brand, to their audience as the iconic brand of the defenders of paper.

The journalists then shared the video with their audience with a claim "Paper has a great future."

In 10 days and without having purchased any space, the film was :

- viewed more than 25 million times.

- liked, shared and commented, hundred of thousand times,

- tweeted every three minutes

and sales increased by 130%.

Le Trèfle then became the iconic brand of paper lovers around the world.