APEX AWARDS — Don’t Enter
We reverse ‘psychologied’ it and actually wanted people to enter. Also we got to rag on ad life a bit ;)
the thought:
APEX rewards work that actually works. So we went after all the ways advertising can look successful without really proving anything: inflated views, internal hype, dubious testing, free PR dressed up as effectiveness.
The message was simple: if that’s what you’re bringing, don’t enter.
my role:
Copywriter. I helped conceive the campaign, wrote the work and supported the execution from idea through to final rollout.
