This is one of those campaigns where we were able to turn something very functional into something a lot bigger. The brief was simple enough: Foster's were doing some Friday night promotions at selected Glasgow pubs. Could we create an email campaign to promote them? So far, so good. But then we noticed that most promotions started at 5pm, when most people would be at work. And so we went back to the client with a better idea. Not only would we tell people about the promotion nights, we'd also give them increasingly outlandish reasons and excuses they needed to leave work early that afternoon. These were ridiculously entertaining to write. The campaign went on to win Best Writing for Digital at the MCCA Best Awards and a Diamond Award at The Grocer Magazine's Gramia Awards.