BORN IN FRANCE AND FOUNDED by Jean Marie Boursicot, the Night of the Ad Eaters is an internationally traveling phenomenon that brings the world’s most innovative and inane television advertising to an eagerly awaiting public. When the show came to Tallinn, Estonia, the promoter organized a contest among all the country’s design agencies to create the poster and advertising collateral.

Who won? Uh, we did.

During a strange week of hat swapping, our head designer decided to take a crack at wordplay and, holy crap, a genius was born. The slogan contained overlapping words in English and Estonian and was presented in a colorful, slightly retro way created by – who else – our head copywriter.

The promoters loved it so much that, being contract-signing kind of people, they signed us to design promotion for the rest of their events for the year, including concerts for bands like Rammstein. Now that was cool.