High Five: When Advertising Becomes Entertainment

This is more than a great idea, it is a masterpiece. An idea that became advertising within pop culture, and our desires and feelings. Everyone who loves art wants to sleep for one night inside Van Gogh’s Bedroom. I love the storytelling and the craft of this work. I’m a big fan of Van Gogh, but I’m a bigger fan of this idea.

The fast-food industry has struggled for years to sell the perfect sandwich through appetite appeal and food porn, and what I like most about this idea is subverting it. It shows the beauty of imperfection, of naturalness. A powerful idea, incredible execution, and the courage to show your mouldy sandwich to inspire us.

Funny, creative and effective. Cheetos museum is a lesson in how to come up with an idea and put the consumer at the heart of it all. An idea that inspires and stimulates people's creativity, and the best part is that it still sells a lot of snacks.

Whenever they talk about the courage of a brand, I remember this idea. Imagine selling your own counterfeit product and seeing people recognise your brand. 'Go with the Fake' is an exceptional idea to build the 'Go with the Flaw' brand concept.

A real and moving story about a refugee girl from Syria. An impeccable craft, and a noble, impactful and necessary cause. 'Malak and the Boat' is on the list of jobs I wish I had done.