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B J E C T I V E |
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Worth was preparing for a media buyers conference and needed an impactful
way to remind buyers that although the magazine was edited for the
top 1% of US households, that was not too exclusive a group. |
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E X E C U T I O N |
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were given only one day to shoot and edit a series of intercepts among
upscale consumers asking the question "Do you know how much it takes
to be in the top 1% of US income?" |
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R E S U L T |
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tape presented in a fast-paced amusing way the vast range of guesses
people gave to the question. The answer, by the way, is $250M in annual
income. |
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