Organic Advertising was a creative media co-project between researcher Tommi Laitio, art director Jaakko Veijola and photographer Kimmo Syväri in 2010. Organic Advertising flipped the logic of advertising upside down, allowing happy customers to publicly thank companies and organizations by creating an advertisement in their name. Companies, in turn, had no knowledge of the ad before it went public. The project was sponsored by Helsinki Design Week, Helsingin Sanomat and Demos Helsinki.