Usually, when people put their money where their mouth is, they’re investing to support a business or idea. Not this time. Not Rethink. The budget for this self-promo video was instead invested against the ad industry’s big holding companies – a bet that their stocks would decrease in value. It’s a risky move but one that can pay off big (and if you remember the crash of 2008 or saw The Big Short, you know how big). The budget was undisclosed, but the idea paid off, serving as a statement on the fragility of holding companies’ businesses and the value of being independent. Not only that, it worked as a promo, garnering coverage in Adweek, Agency Spy and Muse by Clio.