Now, you may be thinking to yourself:

“EMMA. THIS IS COOL AS F*CK! IT WON A LION! WHY IS IT THE LAST THING IN YOUR BOOK??”

I might be alone in my feelings on this, but… credit is a weird, finicky thing in this industry and it is really important to me that credit for the work in my book goes where that credit is due.

99.8% of the creative thinking on this project belongs to Mike Blain & Amadeus Henhapl. They were my managers at Saatchi and I owe them SO MUCH for helping me go from being an okay copywriter to a pretty good one.

My 0.2% of this project was… the copy that went on the little tag.

You know.

The bit with the stupid puns?

The thing about Mike & Amadeus is that, in addition to being creative maniacs, they’re also pretty generous guys and they encouraged me to include this in my book because:

“I helped.”

So, take that for what it is and do what you want with it.

(Also, if you need two pretty kick ass people to help whip other creatives into shape and make sure they’re learning to properly think their ideas through, you should hire them.)