UA Digitals is an annual digital marketing conference that had started losing its audience due to overpromised talks and unclear market differentiation. To restore relevance and value, we created a bold concept campaign — “Discover What You Pay For” — that unpacked common digital services and showed what really goes into them. We designed a series of ironic product packagings (instant SMM, canned e-commerce, battery-powered ads) that listed ingredients, time allocations, and “nutritional value” for each service. The goal was to help clients understand why similar-looking services cost differently — and to reframe digital work as something highly structured, human-driven and resource-intensive. The campaign gained attention online and reignited meaningful conversations between agencies and clients.