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The strategy in a sentence:
To push against a category of bullshit life insurance brands, we made Noble Oak "No Bull" .
This was one of my first projects at Ikon Communications. I was brought in as a junior strategist to assist Phil Pickering and Mark Sareff on the pitch.
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My idea of "Noble Oak, No Bullshit" or "Noble, No Bull" became the creative proposition that went on to win of the $8m account (creative + media).
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