Elemental Thinking: #2 "Perception vs Reality"
Circa 1985. Rolling Stone Magazine was having trouble selling advertising. Buyers thought the demographic was a bunch of aging, stoned hippies not worth chasing. Enter Fallon McElligott, an ad agency from Minneapolis. They created a campaign that showed, in fact, Rolling Stone readers were professionals who owned homes and cars and were more into health food than hash brownies. The campaign ran for seven years and was one of the most successful in history. Over the course of the campaign, ad pages increased 58%. Dude, that's sweet.