I think the creative possibilities that are hiding within the digital landscape, like the recent campaign for Jet.com that won the Cannes Media Grand Prix. I love that the agency deliberately attached the tags ‘Super’ and ‘Bowl’ to an ad for a plastic bowl. They didn’t have a big media spend yet by adding these tags it became one of the most watched Super Bowl ads. Genius.
With the fragmentation of media, distribution has become more important than ever. But in the rush to get this right I feel like we’ve forgotten how important ideas are. Great ideas create brands and that generates profit for our clients. I’m hoping we’ll soon recalibrate and attach more value to our ideas.
Dos Equis. The most interesting man in the world.
Honda. Power of dreams.
But right now I’d have to say Channel 4’s Paralympian campaign.
Amazing insight, wonderful idea and an execution that makes you want to watch it over and over again.