Every now and then a piece of work comes along that makes me furious.
Furious about how simple it is.
Furious about how brilliant it is.
Furious because I didn’t think of it first.
In this instance – four static words set black on white in Helvetica bold capture a feeling, tell a story and inspire action. ‘Brand advertising’, ‘direct response’, ‘performance marketing’… all the bullshit is stripped back to an entirely pure expression of brand purpose.