A crusade against excuses.

It all started with a simple question:
Why do we keep making excuses? At work, in creativity, in processes.
Excuses come before ideas — disguised as common sense, caution, or realism.
And too often, they’re what hold everything back.

So we decided to take them on, one by one, and let them speak.

At the heart of the ZEROSCUSE campaign is a podcast:
a series of episodes where we give voice — with irony, bluntness, and at times a raw tone — to the most common excuses in the world of communication and project work.

“It’s not the right time.”
“The client wouldn’t get it.”
“It’s too risky.”
“Let’s do it next year.”

Each episode brings these phrases to life — exaggerating them, breaking them down, and exposing all their ambiguity.
Listening to them all in a row feels like looking in the mirror.
It’s a little funny. A little thought-provoking. And if it works, it stirs something inside.

To make the concept tangible, we created a physical object:
the Alibihanger — a wall-mounted coat rack designed to hold your “physical” excuses.

Each excuse has been turned into a scarf, a fan, an illustrated tag. Objects you can touch, hang, choose.

A symbolic gesture — simple yet powerful: “I’m done hiding behind this.”

The booth, the experience, the reactions

We brought ZEROSCUSE to We Make Future 2024 with an installation-style booth that told the whole story:
a red wall, a real Alibihanger, podcasts to listen to, excuses to read and choose from.

We saw people smile, nod, point to a scarf and say:
“That one’s mine.”
It was a moment of genuine connection — and for us, proof that the message had landed.

That said, curious to listen to the episodes of #zeroscuse?

Have you ever heard of the excuse culture?