Credit Karma - "Do Not Go To CreditKarma.com"

The campaign that fought back against everyone profiting from your financial confusion.

Role: Senior Copywriter

Credit Karma was built on a simple, slightly radical idea: that understanding your credit score shouldn't cost you anything. Which was bad news for the people who'd been making a very comfortable living off your confusion.

So we gave those people a platform. DoNotGoToCreditKarmaDotCom.com - a fake advocacy site for the predatory lenders, shady credit card companies, and fine-print enthusiasts who needed Credit Karma to fail.

The spots drove people there, where a parade of gloriously greedy con artists made the case against Credit Karma on Credit Karma's behalf.

Turns out the best way to make a brand likeable is to show who hates it.

Agency: Evolution Bureau (EVB) in San Francisco (RIP)

Creative Directors: Patrick Maravilla and David Byrd

ECD: Steve Babcock