To welcome new interns to the JWT creative department, preparing them for a real hard-working and torturous ten weeks ahead: the ‘no pain, no gain’ mantra expressed in a unique, still tongue-in-cheek way that wouldn’t scare the young ones, too much!

Budget: minimal.

A T-shirt for the interns that would identify them, and still prepare them for a tough summer ahead. The front of the T-shirt had screen-printed sweat stains, and on the back there were criss cross of ‘cuts’ that mimicked whip marks.

The T-shirts were an instant hit. The interns not only wore them regularly, but wanted more of them for their friends at other ad agencies. The T-shirts were a good reminder of what was expected of the interns. On average, each intern worked 16 hour days during the term of the internship. No interns were actually harmed or whipped during the ten week period. Honest.