CONTEXT: Halloween. On the day when you have to frighten someone, we truly wanted to do something really scary for ad people only.
IDEA: Who would know that only two letters could scare even the bravest ones among ad people? For ad men there’s nothing scarier than to hear BUT after receiving positive feedback.
EXECUTION: As we all know, on Halloween all our deepest fears come to life. And BUT (“НО” in Russian) is not an exception. We created a set of BUT characters containing classic client’s feedback that expresses eternal pain and horror for the ad people. To make it work with zero budget, we used Facebook – a place where our target audience complains about its work routine.