By understanding the everyday topics in the agencies, the creative strategy centred on ensuring the complicity of the target by transforming the principal benefit of the product (speed) into a solution to long working hours at the agency. We sent them an announcement mailing that would catch their eye right from the start. The message on the outside read: "Don’t let the accounts people see this." Inside was a fake cardboard creative, to place on their chairs. So now they could finish their campaigns in half the time and leave the agency much earlier, and unnoticed.

We obtained a total attendance of 21% of the target, 57% more than the goal of 12% fixed by the client.