Wisk’s creative platform was Dirt Is Good. The legendary Anselmo Ramos and Melissa Nyugen came up with the idea to actually sell dirt and then reveal a week later that the ads were from Wisk. Both of them were generous enough to invite me to write some headlines for the campaign when I was just starting out. The ads appeared all over bus shelters and billboards in NYC, including a Grand Central Station domination.

The campaign ended up winning the Lowe Global Grand Prix.