When presented with the task of making the Fort Worth ADDY chapter’s awards once again relevant within the local marketplace and of reinvigorating the competition’s entries and gala attendance, Concussion became the taskmaster. The striking poster used the age-old advertising tactic of sex to draw interest, but with a very incite-full twist – Submit or Be Dominated. The dominatrix poster theme generated tension and sex appeal for an event that had become mundane. It also specifically challenged the viewers/advertising companies’ egos to either submit their work or be dominated by competitors. The enormous controversy led to one of the best participation levels in a decade.