VG is Norway’s leading online newspaper and a go to medium for breaking news. As everyone turn to their mobiles for news, VG wants them to download the VG app and turn on push notifications — so they don’t have to check the news all the time. Our urge for checking for updates or following ongoing coverage is a relevant backdrop for talking about notifications. If anything interesting happens, VG will let you know. But people are also curious. So we conceived the idea of pre-rolls that told people to stop watching but simultaneously sparked their curiosity to keep going. The films were based on current events, and released as the stories they concern were or just had been unfolding in the news. The pre-rolls got the message across during the first few seconds, but also sparked your interest enough to keep watching. Then you got the message even more.