KBS, and creatives Travis Cowdy and Lyranda Martin Evans, wanted a way to show clients that it doesn’t recycle ideas, so it destroyed every proposal that wasn’t up to snuff in a manner that still managed to pull some use out of them. During February, which ended up being the coldest month in Toronto since 1875, the agency’s office shredded its rejected copy, storyboards and tissues, and then pressed the pulpy leftover matter into fireplace logs.

Those logs were sent to the clients that rejected the ideas in the first place, communicating that if they don’t want them, KBS doesn’t either, with the promise that the agency will go right back to the drawing board (after warming up a little, of course).