Ironic Fail: Back To School Error For City Beach

City Beach Kawana
Founder and Publisher. Based in Brisbane.
Howard started Scene Magazine in 1993. Paul Keating was Prime Minister. Whitney, Janet and Mariah all had Aussie #1s and Mark Zuckerberg was 9. Over 30 years he's overseen the growth of scenestr magazine to become Australia's largest – and only national – street press while forging a digital-first imperative for the title in the mid-naughties. He's judged more battle of the bands than he cares to remember and proud of the myriad media partnerships the company has earned across the music, arts and comedy sectors. He likes Star Trek and a good Oxford Comma – way too much fun at parties.

The City Beach design agency had just one job.


The surfwear retail chain has rolled out (no apostrophe, ma) new in-store messaging under the caption 'Its Your Life' – sans apostrophe for the contraction of 'it is'. The embarrassment is compounded as the text runs in parallel with a 'Back To School' campaign (main pic).



Weird Al educates (some of) us on apostrophes at 1 min 22 secs.

We don't know how many heads at both retail and agency level signed off on the howler, but we wonder if they're the same ninjas who rolled out this national gem for Myer four years ago:

MyerFail
Myer unleashed a random apostrophe across the nation in its 2011/12 post-Christmas sale.

Apostrophe

photo 4

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