bj’s wholesale club
For the BJ’s store opening in Michigan, we created our own troll. He trolled everything about BJ’s. He even trolled our own BJ’s ads——online, out of home, direct mail——which we turned into more ads.
It was weirdly successful and now they run it for every new store launch across the country.
So, no, reverse psychology does not work and you should not use it ever.
Role: Concept / Sr Copywriter
CD: Chris Cannon, JP Gomez
Sr AD: Benita Antony
Director: David Gray
Agency: Terri & Sandy