Spec work but not as we know it

You're a creative, you want a good book with good brands to show off your creativity.

What do you do?

Create a spec book of course, but what do you do if you're a company?

Well ask FP7, they created an ad for Samsung (below), what's so weird about that? I hear you say.

Well a few things, lets list them shall we:

1. Samsung isn't their client
2. Samsung didn't know about this ad's existence
   
3. They (FP7) spent money to run the ad
   
4. They (FP7) then entered it into the Dubai Lynx Awards (resulting in picking up two golds and a silver specifically for Samsung work, as well as winning the agency of the year)
   

On top of all that they ran the ad in Lebanon which is a 50% Christian country, the exact quote about this ad was that it's "an attack against Christian symbols", smooth move boys.

Any way read the article here.