When Sweet Won’t Do.

This campaign takes over Judiciary Square Station, using unfiltered honesty to reach commuters who don’t care for sweet pleasantries.

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A hidden comic turns the daily commute into a roast session, proving that sometimes dark humor is the perfect pick-me-up.

The campaign extends into brutally honest apology cards, for those situations when a sweet sorry just won't do.

Copywriter: Eliza Friel

Art Director: Maddie Green

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