Every year in Canada, Strategy magazine holds an 'agency of the year' gala where they ask ten select agencies to provide a video discussing their previous-year successes. Rather than hand in the typical video recap of our year, we created a video for this event that we could use as a self-promotion piece after the gala. We knew the first place the video would be featured was at an industry event, so we thought it made sense to make fun of some of the ridiculousness of our industry. Considering how manipulative and self-aggrandizing case-study videos can sometimes be, we figured a good spoofing was in order. Despite no paid media or PR, the project picked up a lot of coverage online through social media—trending as one of the top ten most tweeted about comedy videos for a week straight. It went on to be featured in blogs, magazines, newspapers and even traditional media sites like CBS.com. We also received calls and e-mails from presidents, CEOs and executives from a number of Fortune 500 companies as well as prominent figures within the marketing industry. The video helped us get our name out to people.