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10 Years – The worst of Milford


The challenge

When an agency marks such a milestone as its 10th anniversary, it’s customary to take stock of what it has produced over that time. Remember the best ideas, the ones that won clients and awards. We prefer to remember the bad ones. And we’ve had a lot of bad ones: films with no headings, events that didn’t go anywhere, digital activations that would never work, basic puns, rhymes that didn’t rhyme, etc.

You see, whenever we’re looking for a good idea, it’s inevitable that we go through all this mental rubbish first. As if it were a kind of cleansing, necessary for our heads to be able to arrive at the solution which, it’s easy to see, is never the first.

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