The Walrus says you won't like it.

While advertisers have a penchant for trying to convince people why they’d love their product/service, The Walrus magazine, with creative by Calgary-based Wax, is trying to convince people they wouldn’t want to subscribe. After all, why would people actually want to read interesting articles or thought-provoking discussion? Oh reverse psychology, do you ever not work?


Advertiser: The Walrus
Agency: Wax
Creative Director: Joe Hospodarec
Design Director: Monique Gamache
Designer: Theresa Kwan
Art Director: Brad Connell
Copywriter: Max May