CHRISTCHURCH, Today: Agency MoMac has rolled out a billboard that’s got everyone doing double takes. The headline? “Man Sues Marketing Agency for Making Him Millions.” Totally fake. Totally brilliant.
It’s the centrepiece of a bold, tongue-in-cheek campaign challenging old-school ad norms. The billboard links to a parody microsite: www.makememillions.co.nz, styled like a tabloid exposé.
“We had one shot to make an impression,” says MoMac Founder and Director Ryan McDonald. “Billboards aren’t cheap – so we agreed, if we were going to do it, we’d better make it bold.hat led us to this campaign: funny, absurd, and totally on-brand.”
The site spins a mock scandal about a client suing MoMac for being too successful. It’s satire with a purpose—poking fun at the wild expectations some have about marketing.
“We opted to avoid the polished service showcase and instead built a whole digital activation to support our billboard campaign. It’s fun, it’s self-aware, and it’s totally in line with our values: Be Bold, Be Curious, Be Rebellious,” says McDonald
“It was a blast leaning into everything you’re not supposed to do in marketing.” – Laura Good
Creative Director Laura Good, who joined through MoMac’s acquisition of Create Design, helped lead the visual charge. “It was a blast leaning into everything you’re not supposed to do in marketing,” Laura shares.
“Stock images, ridiculous headlines, parody logos – it all played a role in creating something bold and cohesive that really stands out. The goal was to strike just the right balance between believable and bonkers.”
Underneath the humour, there’s a solid message: creative marketing works—but there’s no magic trick. Growth comes from good strategy and better partnerships.
MoMac’s already thinking ahead. “The beauty of this concept is that it’s limitless,” says McDonald. “There’s a ton of unrealistic expectations about marketing out there, and we’ve got a hundred more headlines up our sleeve.”
As for early reactions? Local businesses and creatives are loving it. “We hope people see the fun in it,” McDonald adds. “At the very least, it’s a reminder not to take ourselves too seriously.”
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