A premium California table grape grower needed banner ads for industry newsletters that could stand out in cramped sizes (728x90 down to 120x600) and communicate their difference in three to five words. The category has a big time sameness problem: lush fruit photography, family-farm warmth, harvest light. Snoooze.

We abandoned the category entirely. Cribbing the visual language and copy register of Backpage-era phone sex ads and early-aughts "seeking arrangement" classifieds, we made grape ads that read like they shouldn't be in a produce newsletter. The strategic logic underneath the joke: in a feed of polished produce creative, the ads that look like they don't belong are the ones that get clicked. We made grapes the most disreputable thing on the page.