An introductory campaign for the new comedy series 30 Rock on Comedy Central. The popular American show, created by Tina Fey, features Alec Baldwin as a seemingly unqualified, yet egocentric, network CEO who manipulates everyone that works for him. The campaign takes this notion to the extreme and offers everyday frustrated employees the opportunity to “Blow off some steam” at the expense of their bosses.

At the heart of the campaign is a website where employees can upload a photo of their boss and use various tools and markers to ‘creatively’ deface the image before anonymously passing it around the office. The campaign uses various media such as teaser print, outdoor, radio and online banners to raise awareness of the 30 Rock television premier as well as the website. In honour of Duchamp, special customized toilet rolls were produced and planted in the bathrooms of business offices.