SHEN International Advertising is a fictitious Chinese advertising agency which sells well-known ad campaigns and adapts them to the new client's brand. Work examples like popular print ads and commercials with new logos were shown on the homepage www.shen-ia.cn and on YouTube. We also uploaded a video that showed a presentation by SHENs CEO, "Shen Ken-Yi". We documented lots of comments, blog entries and emails of angry and disturbed users. On the homepage, we announced the "advertising tool of the future", the so-called "AdConfigurator" which contains over 35,000 award-winning campaigns. On launch date we cleared things up and signified our intention: "Only new ideas are good ideas. Come and join Serviceplan with your ideas."