This summer campaign's aim was to transport the message to the consumer that OTTO has a very wide range of fashion, more than enough for every possibility that the day could bring, and so the concept of "mirrors" was born. The claim "For every mood are the fitting trends" (literally translated) supported the visuals of the campaign.

The campaign was created extensively for online and also television and print media. The online campaign had to be adapted for over 20 different formats and even more banner ad placements.