Man Sues Marketing Agency for Making Him Millions: The Campaign That Turned Heads
Client: MoMac
Campaign Title: “Man Sues Marketing Agency For Making Him Millions”
Campaign Type: Outdoor Advertising, Website Landing Page, Brand Awareness
Launch Date: May 2025
Overview
In May 2025, MoMac launched its first-ever billboard campaign with a bold and cheeky headline that read: “Man Sues Marketing Agency For Making Him Millions.” The campaign was designed to cut through the noise of traditional advertising and bring a satirical, conversation-starting twist to a very real topic, marketing results and client expectations.
The Big Idea
The campaign originated from a single goal: make an impact. Billboard advertising is expensive real estate, and MoMac knew they had one shot to be memorable. The idea began during a routine brainstorming session, sparked by a humorous reference to a real-life case in which a man sued Red Bull for not giving him wings. Originally pitched as “Man sues marketing agency for NOT making him millions,” the line evolved into its final form, one that flips expectations and leans fully into absurdity.
“It was a masterstroke,” said Ryan McDonald, MoMac Director and campaign lead. “The moment we landed on the headline, we knew we had to build everything around it.”
Strategy
Rather than use the billboard space for a standard service push, MoMac created a fake breaking-news-style story, launched a clickbait-inspired website (www.makememillions.co.nz), and built a satirical digital world to support the campaign. The landing page featured a full-length parody news article, complemented by humorous sidebar headlines, all designed to draw the viewer deeper into the joke.
The headline, paired with a minimalist billboard design, created intrigue and encouraged action. This wasn’t just an ad—it was an experience.
Why Satire?
Marketing and ROI can be serious business, but MoMac took a different approach. The use of satire allowed them to acknowledge the elephant in the boardroom: there is no silver bullet for overnight success. But there is value in working with a creative agency that’s willing to think differently, push boundaries, and deliver consistently.
“This was our way of reminding clients that great results come from great partnerships and solid strategy,” McDonald added. “Sometimes, the best way to tell the truth is with a laugh.”
Execution
From AI-assisted story development to the use of local stock photography (normally a no-no in agency circles), every aspect of the campaign leaned into the ridiculous, on purpose. Even the website was crafted to resemble a satirical news outlet, complete with joke headlines like “‘Business Owner Regrets Asking for ‘More Engagement'” and “Marketing Team Accidentally Goes Viral, Wins Award They Didn’t Enter”
The cheeky tone was grounded by clear design, minimal distraction, and a strong call to action. Once visitors clicked through, they found themselves in a well-crafted parody that ultimately pointed them back to MoMac as a clever, bold, and capable agency.
Results
While the campaign has only just launched, early reactions have been overwhelmingly positive, especially internally. The simple yet clever design turned heads immediately.
“I drove past it and didn’t even realise it was ours at first, it just caught my attention like any good headline should,” said McDonald. “Once I realised, I was full of pride.”
The true performance metrics will come over time, but the ambition was clear: to stand out, spark conversation, and show the creative risk-taking that defines MoMac’s ethos.
Reflections
Asked whether he’d do it again, McDonald didn’t hesitate: “Absolutely. Playing it safe might keep you out of trouble, but it also keeps you out of mind. This campaign is about daring to be different.”
MoMac believes that if you’re going to be bold, be bold with purpose. And as they continue growing post-merger with Create Design, this campaign signals exactly where they’re headed—toward creative leadership, calculated risks, and memorable work.
Final Word
This isn’t just a billboard. It’s a billboard with a punchline. A headline with a wink. A bold move by a bold agency. In a world flooded with noise, MoMac decided to be the headline people actually remember.
