category finalist
One of the best ways for creatives to get feedback and guidance is with a portfolio review. But as any junior creative will tell you, portfolio nights can be stressful and intimidating. Well-meaning senior creatives, with years of experience and thick skins to match, can sometimes bruise some egos while reviewing books.
So, we decided to change that.
As a proudly independent agency, FUSE Create is committed to fostering up-and-coming talent, and to helping young creatives hone their craft. So, on June 19th 2025, we hosted a portfolio night for Art Directors and Copywriters that promised to provide honest, constructive feedback, without the risk of intimidation or hurt feelings. Or, to put it another way, without being dicks about it.
Entry Description
To get the word out, we leaned into an inside joke; folks who work at Fuse Create affectionately refer to each other as “FUCRs” (FUse CReate). So, we created a series of posters where we promised to review books without being jerks, dickwads or assholes – just FUCRs.
This unexpectedly coarse language wasn’t just there for shock value; it helped articulate the visceral feeling of having your book torn apart by a ruthless reviewer. And promising to be “FUCRs” through the whole process allowed us to keep our ethos and identity central to the campaign.
In juxtaposition with these crass headlines, our Renaissance-inspired imagery was ethereal immaculate, and almost heavenly. We also borrowed imagery from ancient Rome, philosophy, among other signifiers of deep thought and great intelligence, to add to the tongue-in-cheek tone. It all came together to create an unexpected, head-turning campaign.
We promoted the event on our own social channels, with OOH posters in the Ossington neighbourhood, and by reaching out to local advertising schools.
Impact
Our profanity-laden posters seemed to have the desired effect. It got people talking, and it got names on signup sheets.
Because when you’re trying to cut through the clutter and make an emotional impact, it helps to be a bit of a FUCR.
