Walrus ad campaign in Calgary trumpets its uncommon virtues

The Walrus magazine has a cheeky ad campaign targetting downtown Calgary through June 15. It is five text-heavy messages like the one above are displayed on train platforms, in trains, billboards, bus shelters, restaurants. Other messages, equally laden with attitude, promotes the quality and uniqueness of the publication and things that distinguish it from mainstream titles (each billboard has unique copy) are "Most people don't get it" and "You wouldn't like it" and "Don't subscribe" and "Read something else". All created by the Calgary ad agency WAX on a pro bono basis,  the entire campaign paid for through contra arrangements. (Not coincidentally, Walrus co-publisher Shelley Ambrose is a proud Calgarian.)