Not exactly my favorite concept for a campaign theme, but definitely one of my favorites to create. The campaigns vision was a traveling shred carnival. It was met with mixed emotions by the in-house crew. The challenge... Don't make it a cheesy carnival.
This was also the year the K2 budget controllers started thinking that traditional print ads weren't worth the investment anymore. A design blunder on my part at ad 4 made them think otherwise. As embarrassing as it was, in my hurry to get the ad out before leaving on vacation I spelled the word "Strongest" wrong in the headline type treatment. "The STONGEST board on earth" only ran in one publication and was caught before sending to the other outlets, but garnered a ton of attention. The internet rousing also pulled a ton of attention to the boards technology pumped sales. After that we were convinced print's not dead. Any publicity is good publicity, right?