In order to change this outmoded practice we set out to demonstrate just how absurd it is. And what better way to do that than to compare our industry to others? Working for free might be standard practice in advertising but what about other businesses? Would they think such a request was the cost of doing business? We decided to find out by filming the reactions of people being asked to do spec.

We created a two-minute film that asked other professionals – everyone from a restaurateur to a personal trainer – to work for free. Each of them, without fail, balked at the idea, and their reactions were entirely unscripted. The resulting film skewers the notion of spec work while proposing to the industry: it’s time to do things differently.

The film was released on YouTube and featured the hashtag #SayNoToSpec. It also directed people to an online hub called SayNoToSpec. The hub consolidated all hashtagged tweets as well as any article that covered the topic. Additionally, the hub further outlined our position on spec. Ultimately, it served as an ideal place for all those tired of working for free to voice their frustrations.

The film was covered in local trade publications following its release at a Toronto Advertising Awards Show.

Once released online, it was picked everywhere. In the US, it was the 5th most read story of 2015 and the 11th most read of all time on Adweek. In Asia, The Times of India - the largest selling English-language newspaper - wrote a full-length editorial on the topic of spec. Viewers worldwide become advocates and took it upon themselves to translate the video into many languages.

To prove the effectiveness of the multi-pronged campaign, we conducted a follow-up survey. 55% of clients polled said the film made them question their company’s approach to asking for spec work from agencies. Similarly, 67% of agency representatives questioned their new business approach and 16% will do less spec work after seeing the film.

To date, our film has been viewed over 3,800,000 times.