Exposure Currency

The Biggest Heist


The ‘I scratch your back, you scratch mine’ idea of not paying a creative for their work and giving them ‘exposure’ in return just isn’t right. A creative loses up to US$6,620 every year through creating actual work for no pay. Upon the completion of the Exposure Currency, a series of visually-provoking advertisements that resemble an illegal money heist is conceptualised to raise awareness for the social campaign. Set in a shady and illegitimate art direction, the copy reveals a twist that the use of these notes are truly the biggest embezzlement in the design and creative industry, and does not have any worth. Embodying the social hashtag #NoToFreeLabour, these Exposure dollars are then sent out to opinion leaders and the media, encouraging them to take a stand in this movement.

This professional campaign titled 'The Biggest Heist' was published in Singapore in October, 2019. It was created for the brand: Exposure Currency, . This Integrated medium campaign is related to the Public Interest industry and contains no media assets. It was submitted over 4 years ago by Creative: Jay Liu of JAY-L.


Copywriting: Boston Ho
Art Direction / Design: Jay Liu
Photography: Jonathan Paul

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