Changing name of The Press Bureau [Pressbyrån] in Sweden is like changing the name of croissants in France. So to rebranding the shops gave a clear message about their support to the gay movement, without the need to scream out their view loud.

The stores were filled with customers, flags and bags ran out of stock and were requested worldwide. People loved this old company’s courage and spread the word.

Increase in sales after the campaign: 6 %. And a world just a little bit better.