In mid-December it was dark and freezing cold in Stockhol-except outside the Pause shops. We put hundreds of budding little plants in the cracks between the concrete slabs of the sidewalk. On display in the windows were projectors with their light beams directed toward the pavement. And a sign saying 'Extraordinary powerful projectors.'

In the first two years after the 'extrairdinary' - concept was launched, Pause rocketed with a 64% increase in sales. Since 2001 the sales has had a yearly growth of 10-12%. The 2003 augustcampaign noted a 103% increase in sales during two weeks, compared to previous year. By combining traditional media with unorthodox ones, Pause has found the formula for making a powerful impact with little means.