Problem: Union needed a creative way to boost awareness and celebrate its team while embracing the ad industry’s relentless work culture.

Solution: We created a sharp, self-aware documentary that humorously exposed the agency grind, using satire to highlight Union’s relentless work ethic. The film doubled as a playful humblebrag, reinforcing Union’s reputation while celebrating its team’s dedication in a way that resonated across the industry.

Results:

Earned international recognition, securing nominations and wins at Cannes Lions, Clio, and One Show, and Canadian Marketing Awards

Went viral in the ad world, sparking industry-wide conversation

Positioned Union as a bold, culture-driven agency, turning humor into a branding win