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, our pitch-winning campaign chose to flip the message with humour. We created a series of spoof radio ads for aspirational products and services costing around €1000, playfully showing that there are far better ways to spend a grand than on a penalty. By reframing the fine in this way, we made an unpopular purchase harder to ignore and far easier to rationalise.
