Call for Entry campaign for DMA Echo Asia 2015
Direct Market Association of India wished to increase agency and client participation in DMA Asia ECHO Awards 2015. It has been perceived as a ‘direct marketing’ award. And hence, boring. When, in fact, they recognise work that CREATEFFECT, which means they require a balance of creativity and effectiveness. A tough combination.
We told agencies and clients to not bother, as they wouldn’t qualify for our ‘CREATEFFECT’ requirement, anyway. With #EntryOrExcuse, we helped agencies and clients with excuses for not being able to enter. We sympathised with their incompetence. Because you will always want what you cannot achieve. Especially when people are telling you how to live without it.

Headline Translation: There is a hell lot of work, dude.