I’d read about the Thatcher Effect, where it’s hard to tell when the eyes are kept the right way up in an upside-down face. And I’d always fancied using it for a client. Then along came Exo, a revolutionary robo-advice investment platform that’s breaking down the barriers to wealth. The result was ‘Start your revolution’, a genuinely head-turning campaign that been running across 48-sheets, national press, digital and social. (See the Amber Credit work for more upside-down trickery.)