Great campaigns don’t just say what they stand for — they show what they stand against.
Whether it’s an irritating trend, a smug rival, or a stereotype begging to be exploded, finding the right enemy sharpens your story, deepens emotional impact, and invites audiences to choose a side. The Pick An Enemy Guide gives you the structure, the strategy, and the GPT prompts to do exactly that.
What’s Inside the Pick An Enemy Guide
- 7 types of brand-worthy villains and how to use them
- Iconic campaign examples (Nike, KFC, Amnesty, Always, Marmite)
- GPT-ready prompts for each archetype
- A cheat sheet to sharpen briefs and supercharge ideas
Sneak Peek: Attack the Apathy
Brief: Make people care about the dodgy industries their pension funds support.
Smart enemy? Apathy. Because it lets the worst people win.
That’s exactly what Make My Money Matter tackled in “Oblivia Coalmine.” Olivia Colman played a fictional coal CEO who gleefully bragged about exploiting your pension to fund fossil fuels. The campaign flipped indifference into outrage — and drove action.
More brands hit apathy where it hurts:
- Amnesty UK created a fake company profiting off people smuggling laws.
- Refuge mimicked Apple ads to expose domestic abuse through smart tech.
- Growney launched a fake ad praising climate change—for property prices.
All turning quiet indifference into noise-making, change-driving campaigns.
And that’s just one of the 7 villain-hunting tactics inside:
- Anti-Target Audience
- Consumer Antagonists
- Brand Antagonists
- Subversive Trends
- Status Quo
- Apathy
- Thwarted Threats
One of 16+ upload-ready playbooks that turn ChatGPT into your creative partner in mischief. Each guide is packed with proven tactics, real campaign proof, and prompts — so you can go from blank page to breakthrough idea in minutes.
