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The Idea

#RIADICULOUS

It’s a common misperception that a product that costs more must be inherently better. With our Armscor-Rock Island Armory campaign, we sought to combat that stereotype by playing up the value of its products without using the word “value.” Sure, you can pay a lot more for a 1911, but why would you? Through the RIAdiculous campaign, we played up (with a lighthearted tone) the insanity of spending too much for a quality firearm.