Truf Flips Off Hegemony, Bares Self for the People
Seeking to position itself as a no-bullsh*t kind of agency, Truf does two things most agencies wouldn't: lets consumers know they exist, and shakes up the belief system we've worked so hard to make normal.
The results are provocative indeed. Their self-promoting Youtube campaign kicks off with Junkie and Flamer, both of which manipulate sights, sounds and timing to juxtapose taboos and norms. Is there really a rhyme or reason to which social habits get accepted and which don't? That's what the basis seems to be behind the masthead question, "Where Does the Truth Lie?"
We like Truf's manifesto and think agencies can only benefit from making themselves more personable to the culture, which grows increasingly more curious about what we're doing and who we are. Why not fuel the flames?
We also like the campaign for other reasons. When you think about it, it hasn't been too long since the first time we heard people were injecting botulism into their faces. WTF, mate? How did that become a slumber party activity?