The Walrus uses reverse psychology ads in Calgary

Those in Calgary may have noticed a rather unusual magazine ad campaign taking place on billboards, C-trains, and restaurants. WAX, a local ad and design agency, has created a "reverse psychology" ad strategy that encourages people not to subscribe to The Walrus, an award-winning national magazine.

Image source: Masthead, partial ad from The Walrus' reverse psychology ad strategy

The long-copy approach of the ads demonstrate what readers would find in the magazine, so if you're averse to the ads, you likely wouldn't be a Walrus reader anyhow.

Co-publisher Shelley Ambrose says, "We’re dedicated to reaching intelligent and thoughtful people across the country, and we’re confident that Calgarians will rise to the challenge. The campaign is presented as a challenge to people, so they’ll take a closer look at the magazine."

The campaign is part of a focus on Calgary by The Walrus that includes a refreshing and honest cover story about Calgary in the magazine’s June issue by local writer Chris Turner and an event tonight on Calgary's Cowboy Culture at the EPCOR Centre’s Max Bell Theatre.

For more details, visit Design Edge Canada.
                                                                                                                  --Colleen Seto