We open on ‘Cosmo’, a classic advertising cliché; Media glasses, directional hair, obligatory beard, uber trendy clothes, strange bottle of ridiculously rarified japanese mineral water.

He’s on the sofa in a swish hotel lobby being interviewed (it’s one of those interviews you do in between judging sessions).

Carrying on from the Creative Circle annual in which the physical ‘truths’ were explored, the posters used the same theme but in a more tongue in cheek way. An

exploded pie chart device was used again (using circles) to show honest truths about advertising and awards events in general. Commenting on subjects as applause versus genuine applause to conversations with Head Hunters before and after the awards.

The final outcome was a series of minimal, visually striking posters, tactically placed, outside and inside the venue. Driving awareness of the brand and actual awards night.