A travelling exhibition of the 2002 One Show was to be displayed with a program at Clark University in Atlanta, GA. The One Club asked SRC to develop a low cost way to create buzz about the event.

The strategy was to contact the One Club membership and Atlanta industry professionals electronically with a teaser that created buzz before the actual invite was mailed.The concept mocked how creatives will rationalise why they don't get into The One Show. We've all done it. As a service to our audience we developed the official "Why I didn't get into The One Show" Excuse Generator. An interactive website that allows the creative person to discover their specific excuse by inputting their specific circumstances. From a Creative Director who is "The Jingle King" to a client who "Focus Groups Everything" The generator will then create one of several excuses: "I don't understand, I did what Finske said to do at his seminar."