To begin, we chose the targets of our self-reflective satire – the pompous Creative Director, the frazzled Producer, the put-upon Account Executive, the whiny Creative Team, and of course, the lowly Intern. To maximize the humour, we played into the personality clichés that our clients would already be very familiar with. We designed the overall look of each cookie in 2D and collaborated with a custom baker to bring our delicious concept to life, creating custom cookie cutters. We then designed an original cookie tin to contain our 3-inch cookie agency team. We created copy that helped continue the joke and placed it onto the inside of the lid as a cookie-key. Then rather than using traditional type for the cover and interior copy, we hand-piped the letters using butter-crème icing and then photographed it creating a more authentic and delicious look. Finally, we embossed the cover sleeve to complete the icing look and feel.

Almost as soon as the cookies began to be delivered, the calls and emails from our clients flooded in, thanking us and laughing along with the stereotypes and humorous copy. Some actually sent photos of them biting the ass of that unfortunate Intern cookie. And the industry press loved our holiday gift as well. Strategy Magazine, Canada’s leading industry publication, talked glowingly of our initiative as did Trendhunter.com, the world’s largest trend community.