Principle 

A campaign created in 48 hours to advertise one of the top 50 worst jobs in the world which was a restaurant bathroom attendant. The concept was to elevate the job to the same standard as jobs which require a qualification such as a Tailor represented by a tape measure, a Barber represented by razor blades and a Carpenter represented by nails. This was done by placing an object used on a day to day basis from each occupation inside a box that also contains an item that a restaurant bathroom attendant would use (bar of soap). We indirectly labeled the items in the box with the job title it relates to except for the bar of soap which we put the word "you" there, it's only until you read the card that comes with the box where you notice what is actually being advertised.