Norway has understood what adapting a campaign to the target market really means. Norsk Resirk target market for the campaign that encourages recycling is "the entire population of Norway". Enter a clever media buyer working at an equally clever agency and you have ads adapted for where they are actually placed - common ad sense that is far too often overlooked or ignored. During the Pakistani culture festival Mela in Oslo the recycling company advertised with a full page advert written in Urdu. Synnøve Castillano