Marketers are often advised to keep their briefs exactly that – brief. However, Bolton creative design and marketing agency Portfolio seems to have decided that such advice is, well, pants.
To welcome Make Poverty History marchers to Bolton, where they’d walked from Birmingham, the agency unfurled a huge pair of Y-fronts with “Poverty is Pants” emblazoned upon them.
Portfolio creative director Darren Clare subtly quipped: “We have a good track record of pro bono work, and when asked to work on this project, we were really keen to say ‘Pants to Poverty’.” But not as keen as he was to say “Poverty is Pants”, presumably.
The Diary applauds such worthy work, but is more impressed with whichever Portfolio staffer was brave enough to raid John Prescott’s washing line and steal the canvas for this masterpiece.