An advertising agency called "Nothing" launches in Amsterdam - yeap "Nothing"

An advertising agency called "Nothing" launches in Amsterdam - yeah "Nothing" and their gimmick is to make everything in the office out of cardboard boxes......uhhhh - why? The founders Michael Jansen and Bas Korsten (ex-DDB Executive CD')s wanted the Nothing office to reflect -

"an independent entrepreneurial agency that delivers innovation and commercial creativity for local and international clients out of a cardboard box".

Check out a time lapse video of how they built this office on Adland. Personally, I HATE the smell of cardboard boxes (ewww), and they are too utilitarian and ugly for my interior decorating taste - so I would hate to work amongst all that, but I really like the whole integrated marketing approach behind the agency, which is to create brand experiences, and services that range from product innovation, store design, employee training programs and TV campaigns.