The biggest challenge in the campaign would be to focus on a very specific target (Assistant Directors) but also to not lose focus on Gestion's biggest target (CEOs), all within the same campaign.

Using a key element that the target knew well: Business Organization Charts, we filled in the charts' spaces with desks and specific characters. Occupying the CEO's desk would be a chubby kid with beach shorts, in the Assistant director's desks would be hungry sharks eager to occupy the chubby kid's desk, and devouring him while doing so.

In another poster, a naive cheerleader as CEO and blood-thirsty Jason Voorhee´s as Assistant Director. In another poster an old dying millionaire as CEO and money-hungry blonde Gold Diggers as Assistant Directors, waiting for the old man's seat and money.

The campaign proved to be a success for our client. Sales and subscriptions to Gestions magazine and newspaper increased by 25% within 1 month of the campaign being printed.