M&C Saatchi Hong Kong plays up its challenger agency status, using
client Texon Media's bus shelter lightboxes for the promotion. The
campaign features original work by modern Chinese artists. One spot has
a dog licking itself, with the tagline: "Is your agency just pleasing
itself, or is it doing something for you?"; another shows a man poking
his tongue out, asking: "Does your agency speak to its consumer or
insult them?". The third has a man sitting backwards on a horse, with
the headline: "Is your business heading one direction and your agency
the other?"
