The campaign shows how Norwegians are emotionally attached to things they don’t actually need or use. They are obsessed with having the best gear for everything. Even if they will never go for that weekend in the mountain, they want to be prepared for it. In the campaign, we bring out the humor from the extreme scenarios created by the characters’ unwillingness to letgo of the items. The films show that you can buy and sell almost anything quickly, easily and locally even if you’re cycling with a grandfather clock on your back or if you’re climbing with curling equipment. Or even if you’re DJing in a smoke-filled plane. We’re all holding onto things we don’t need. It’s time to letgo.