Papercut Shop: Is this your life?

Life. It's not always that great, is it? This campaign by DDB, Stockholm for Papercut Shop (Swedens equivalent to Amazon.com for quality/independent/alternative film, books and magazines and also a shop in Stockholm/Sweden) focused on this fact.
Instead of focusing on how fantastic everything will be if you buy a certain product, we chose the opposite and decided to be totally honest about how life can portray itself including everyday boredom, depression and the constant feeling of indecision. And about how good film, books and magazines are important because they´re the very opposite of what life all too often consists of.