The Advertising Standards Authority has an obligation to explain to the public what it does, so it needed an advertising campaign of its own. A secondary audience was the advertising industry, some elements of which felt that the ASA was restricting their creativity. We were tasked with addressing both audiences and working within a restricted budget.

We decided that the best way to answer the brief and make their message stand out in the midst of all the slick advertising that’s out there, was to make it as un-slick as possible. Which was a lot harder than it sounds.