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The slide was always meant to be provocative, but it wasn't originally intended to be quite so vulgar.
"When I first saw it, it had 'F*** Briefs,' " recalled Nick Law, the global creative chief at R/GA. "And I said, 'Just spell it out.' "
The result was a slide that may have sparked more conversation among Cannes Lions attendees than any other, which is especially impressive considering that, beyond the R/GA logo, it had only two words.