[!](http://www.wax.ca/)[Walrus+it's+probably+not+for+you](http://canadiandesignresource.ca/wp-content/uploads/2015/03/Walrus-its-probably-not-for-you.jpg) [!](http://www.wax.ca/)[ItsProbablyNotForYou](http://canadiandesignresource.ca/wp-content/uploads/2015/03/ItsProbablyNotForYou.jpg) [!](http://www.wax.ca/)[mostpeopledontgetit](http://canadiandesignresource.ca/wp-content/uploads/2015/03/mostpeopledontgetit.jpg)[  !](http://www.wax.ca/)[DontSubscribe](http://canadiandesignresource.ca/wp-content/uploads/2015/03/DontSubscribe.jpg) [WAX](http://www.wax.ca/), an advertising, design and digital agency based in Calgary, took a ‘reverse psychology’ approach in an effort to drive up sales of _The Walrus_ magazine in the same city. Using a series of messages on billboards, in trains, in bars and restaurants and in print, the agency tells people just why they _shouldn’t_ read the award-winning magazine. [This article originally appeared on _Masthead_ sister site _[Design Edge Canada](http://www.designedgecanada.com/news/2012/20120605604.shtml)_]