To convince Holland how much they rely on hospitality staff we took them away for a weekend. And let people do it all themselves. For this idea to work we had to spin a tale from beginning to end that made it look like a hip new restaurant concept was coming to trend-savvy Amsterdam. I wrote everything from the press release to the menu cards to what our fake entrepreneur had to say when interviewed. Oh yeah, and the casemov copy ;)
If I ever get bored of writing I got plan B lined up for me ^^