Situation Sthlm is a street paper sold by homeless people. The vendors are not employed by Situation Sthlm; they buy magazines and sell them at a 100% markup. They invest their own money and work hard to achieve their goals–just like any other entrepreneur. 

In the campaign, four Situation Sthlm vendors have been portrayed as typical entrepreneurs looking for investments. The campaign aims to challenge the conventional image of an entrepreneur. Not everyone wants to change the world or move to Mars. Some just want a decent life and their own bed to sleep in.¨

The campaign was featured in: Best ads on TV(voted best that week) and Lürzer's Archive

*To provide context, Dagens Industri ("Di") is Sweden's leading business and financial newspaper, often considered the Swedish equivalent of the Financial Times.