Ironic Fail: Back To School Error For City Beach

City Beach Kawana
Founder and Publisher. Based in Brisbane.
Howard launched '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 to become Australia's largest – and only national – street press while forging a digital-first imperative in the mid-naughties. Social media remains a complete mystery to him. He's been spotted at raves, hip hop concerts, Motown revivals, judged battle of the bands, shot video for opening night and national awards red carpet, partnered with music industry showcases, comedy festivals and myriad other cultural productions ... and he interviewed Eddie Izzard. 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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