The brief was simple: persuade people to pay their TV licence, one of the nation’s least popular grudge purchases. With no carrot to offer, only the threat of a €1000 fine if you don’t, our pitch-winning campaign flipped the message with a little humour. With a series of spoof radio ads for aspirational products and services all costing around €1000, we playfully showed that there are far better ways to spend a grand than on a fine and helped make an unpopular purchase a little easier to rationalise.
