Noticing the bait where everyone else sees easy money.
Advertising Agency: Reforma, Sofia, Bulgaria
Creative Director: Martin Dimitrov
Art Director / Illustrator: Boris Bratkov
Copywriter: Tsanka Krousheva
Photographer: Vasil Enchev
Published: May 2008
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Comments
is it wordplay in Bulgarian? cause i don't get the idea.
Not sure about Bulgarian, but in US "bait" means lure or temptation. The company is saying that they'll make sure you don't fall for the "bait" without assessing the risks of doing so.
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"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
- Leo Burnett
yep, you're right it is a wordplay and it means exactly whayt you explained.