Split Everything - | Clapboard Ad Archive

Torke's Split Everything campaign for the agency self-promo market in Portugal in 2018 delivered a jolt of creative bravado by putting co-creation at the centre of its brand promise—then dramatizing that philosophy with the ruthless physical gesture of sawing its hard-won 2017 awards in half to share them equally with clients. In a sector rife with rhetoric about partnership but often short on tangible demonstrations, Torke sidestepped the platitudes: the campaign's sole media asset stands out precisely because the visual metaphor is inescapable and arresting—awards, traditionally symbols of individual agency glory, are sacrificed as proof that client collaboration isn't just a soundbite but the agency's core operational principle. The campaign's creative approach sits squarely in what Clapboard's taxonomy defines as FORMAT#9—Symbolize the Benefit—eschewing narrative for an exaggerated symbolic act that literalizes the promise of shared achievement, reinforced by the kinetic backbeat of Spiderbait's Black Betty to inject pace and conviction. As an agency self-promo, Split Everything advances a bold differentiation within the media and entertainment sector, signaling to potential clients that Torke's investment in partnership is authentic, nonhierarchical, and so central to their creative model that even accolades are bisected—imparting a level of trust and mutual pride that extends beyond contracts into the agency's cultural identity. The copy pivots on three words—make no mistake—functioning as both invitation and challenge: Torke dares clients to expect more, to demand a seat at the table where ideas and responsibility, success and celebration, are fundamentally co-owned. The result is a campaign that clarifies Torke's operating philosophy with irreverent clarity and a welcome absence of ad industry self-congratulation; in doing so, it establishes Torke as a willing partner for brands seeking more than supplier relationships—it proposes a handshake written in steel, wood, and shared ambition. Clapboard rates this 63/100. In a market defined by claims of collaboration yet rarely this literally enacted, Torke's Split Everything signals to the industry that the true test of partnership is not how well agencies speak about sharing success but how boldly they are willing to relinquish their share of the spotlight.