| Заголовок | Bag |
| Кампания | The biggest heist |
| Рекламодатель | Exposure Currency |
| Бренд | Exposure Currency |
| Дата первой трансляции/Публикации | 2019 / 10 |
| Бизнес сектор | Права человека |
| Слоган | Stop the biggest heist against the creative industry |
| История | The ‘I scratch your back, you scratch mine’ idea of not paying a creative for their work and giving them ‘exposure’ in return just isn’t right. A creative loses up to US$6,620 every year through creating actual work for no pay. Upon the completion of the Exposure Currency, a series of visually-provoking advertisements that resemble an illegal money heist is conceptualised to raise awareness for the social campaign. Set in a shady and illegitimate art direction, the copy reveals a twist that the use of these notes are truly the biggest embezzlement in the design and creative industry, and does not have any worth. Embodying the social hashtag #NoToFreeLabour, these Exposure dollars are then sent out to opinion leaders and the media, encouraging them to take a stand in this movement. |
| Тип медиа | Интегрированные медиа / 360 Активация |
| Копирайтинг | Boston Ho |
| Арт-директор | Jay Liu |
| Дизайнер | Jay Liu |
| Фотограф | Jonathan Paul |
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