Five years ago, Zulu Alpha Kilo made the bold decision to refuse to execute speculative work when pitching new business—not because it was bad for the agency, but because it was bad for all agencies.

In 2015, we rallied the industry to join us with the video #saynotospec. The video touched a nerve, and was shared around the world.

To continue the momentum of #saynotospec, we created a series of print ads that twisted notable advertising iconography to deliver a clear and resounding anti-spec message. The ads were targeted to appear in industry publications read by agency owners and managers.

The posters continued to successfully kick the hornets nest. The original #saynotospec video gained an additional one million views, and industry publications contacted agency founder Zak Mroueh to do a follow-up op-ed on the evolution of the #saynotospec movement.