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the truth:

Every year, people are reluctantly dragged to countless shows that they have no interest in. Some are so niche it’s hard to tell if they're even real.

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the plan:

This campaign plays off that insight by introducing a series of fictitious shows that are so ridiculous they might actually be real – in effect highlighting the only show that anyone should really care about: The Motorcycle Show.

i. The 2nd Wedding Show

ii. 19th Century Latvian Art

iii. The Gnome & Garden Show

iv. The Denture Adventure Show

v. Paint & Primer Expo

vi. The Gnome & Garden Show