Raid’s no notes OOH campaign

We mean, come on. How can we not include this? Just so, so good. This is the kind of headline that makes us absolutely green with envy. No notes.

We could write a load of stuff here about having the confidence to do really simple campaigns or spending time really working on headlines.

And that's true.

But the truth is that sometimes, good lines can't be forced or reverse engineered. Like, for this ad, so many stars had to align for the headline to be this good.

The only thing we will say is this: get into the habit of writing (or asking your copywriting team) to throw wildcard options in when they're writing copy.

Have a safe version and then have them do a wildcard caption or a wildcard headline.

Most of the time, they'll never see light of day. But just the act of doing something crazy can shake ideas like this loose.

(Fun fact: our studio name Do Words Good came from this very exercise. We had headlines like Helping brands discover their voice and all the other same-as-everyone-else headlines. Then we wrote We do words good and the rest is history.)