Pick An Enemy

16 posts

Pick an Enemy gives the brand something real to push against: a competitor, a cultural norm, a bad actor, harmful behaviour, or even the audience’s own self-sabotage.

Sour Patch Kids tear down the Oreo poster next door

The tactics behind 'Not As Sweet As They Look' and the question that could get you there.

2 min read

Find Your David

Five ways to show up directly inside the territory that makes the fight feel real.

6 min read

Victim Villain Juxtaposition

Three ways to force the cause and casualty into the same visual frame.

4 min read

Absurdity of the Status Quo

Seven ways to help people see the existing reality is ridiculous.

7 min read

Blame

Six ways to make sure the finger's pointing where you want it to.

5 min read

Parody Their Brand Codes

Your rival paid for that fame. Now borrow it.

4 min read

Anger

Six ways to point them somewhere to vent purposefully.

5 min read

Reframe the Insult

Four ways to flip the meaning of the insult.

3 min read

Own Worst Enemy

Five ways to target one of the most effective villains in advertising: the one in the mirror.

4 min read

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