AJ Products is one of the leading mail order companies for office furniture, materials handling and storage solutions in Scandinavia, Baltic and United Kingdom. Based on several years of sponsorship with in sports and in particular hockey the logotype had a high recognition but the brand it self a low awareness. Re:Agency created a campaign based on a character playing the part of an ambitious mid-manager with a comic twist. The campaign was carried out thru their main catalogue, digital, print and TV commercial. The campaign was a great success and created the brand awareness desired.