I want to be famous. I know how narcissistic that sounds, but I believe it’s the only way to make a difference. I want to make work that changes how people think. I want people to tell me I inspired them to do what they do by doing what I do. When I die, I want people to mourn my death as the loss of someone who pushed things. I want to make everyone around me famous. I want to make my clients famous, my agency famous, my bosses famous, my partners famous. I want to make my teachers famous for teaching me. My classmates famous for going to school with me. My parents famous for conceiving me. My first girlfriend famous for taking my virginity. I want to make you famous for hiring me.

OHM ELECTRIC CYCLESAD: Husayn Raza

With an annual marketing budget of under $50,000 and practically no brand recognition, Ohm needed help. We learned early on that the less money you have, the more buzz you have to generate.

Varieties of wild postings would be placed en masse in cities with hills (ie: San Francisco) throughout the U.S. as a way to stop people, shock them, and get a conversation going about some of the world’s problems—problems that stem from hills, and can be solved through the use of electric bicycles like Ohm.

THE RICH POORa photographic essay of misapprehension

BANANA BOAT ALOE VERA GELAD: Joseph Merkley

In general, people aren’t stupid. When it comes to sunbathing, people are stupid.

Weekly section in gossip magazines such as US Weekly

CoolYourStupidity.com would offer visitors a chance for cathartic release from their stupid mistakes.

ALLSTATE INSURANCEAD: Kyle Wai Lin

How do you get the average person to reinterpret one of the most famous taglines in advertising history in one of its most boring categories?

Make it apply to literally everything in their daily lives.

PJ’s SMOOTHIESAD: Husayn Raza

At 99 pence per bottle, the British smoothie-maker, PJ’s, blends together varieties of quality fruit at ridiculously inexpensive prices.

WAINWRIGHT COAST-TO-COAST HIKE ACROSS BRITAINAD: Allison Dorbad

Only 2 weeks out of 52, the American working person’s vacation is sacred. It’s a chance to do something crazy, to experience life itself, to have no regrets.

Not waste away on some timeshare.

Placed in commuter trains

You probably do this routine every day. Hell, if you’re reading this, you’re probably on your way to or from work right now. To or from a job taking up fifty weeks of every one of your years. It’s a monotonous cycle. Brutal, really. So when those two weeks of holiday roll around, you’re ready to get out of town. Because breaks are what make life worth living. To earn even a brief escape from the trains and the buildings and the schedules is what it’s all about. It’s why we work in the first place. To get away and live. But lying on a beach or sitting on a chairlift or wasting away at a timeshare isn’t living. Sure you’re breathing, your brain’s working, your heart’s beating. But that’s not living. Living is doing what you’ve never done before. It’s jetting to a country and walking across the bloody thing when there’s perfectly good cars to ride in. It’s experiencing what a beer can taste like after a twenty-miler. It’s trekking a hillside surrounded by no things on this earth save for sky-drenched openness and your own thoughts. Point is, in twenty years you won’t remember lying on one beach from another, nor ski resort, nor cruise. But you’ll remember when you did something different from what you or most everyone else ever did. Something worthy of your two weeks of freedom.

WAKE UP. GO TO WORK. GO HOME.

Coast to Coast Hike Across BritainÙ Ù

2 weeks. 200 miles. Too incredible not to do once. livewithoutregret.com

At LiveWithoutRegret.com, visitors can input their date of birth to find out, statistically-speaking, the day they will die, and more importantly, how much time they have left to live.

SIGG ALUMINUM BOTTLESAD: Jesse Bowen

38 billion plastic water bottles enter U.S. landfills every year. The average American is responsible for more than 200 each. This is a major problem with a simple solution: convince people to drink from reusable bottles by getting them to rethink the benefits of the pure, free drink the bottles can forever be re-filled with.

ALUMINIUM BOTTLES ALUMINIUM BOTTLES

$9.50

$1.25

$.75$1.75

$2.00

$2.45

$1.85

$3.70 $2.45

$1.15

$.95

$1.75$1.25

$1.00

ALUMINIUM BOTTLES

Free water filling station

Sigg-branded vending machines would be stocked with bottles in various sizes and designs. Built-in tap water filling-stations would offer “free refills” to show the sustainability of using aluminum bottles rather than plastic.

Free filling station

Sigg-branded vending machines would be stocked with bottles in various sizes and designs. Built-in tap water filling-stations would offer “free refills” to show the sustainability of using aluminum bottles over plastic.

Siggs sealed with pure tap water would be sold in locations where only plastic bottles are sold, such as convenience store refrigerators. Each bottle is wrapped with our iconic “water infinity” symbol, justifying the bottles’ $25 price tag.

$25.00

The idea of making tap water more accessible is expanded to the web and mobile devices through the microsite, WheresYourWater.com. Using Google Maps, we created an application where users can input their current location to bring up the nearest public fountains, along with pictures, ratings and reviews.

SiggSigg

Giant aluminum bottle fountains would be provided in urban parks and recreation areas where clean, well-working free fountains are sparse.

A store in New York City would act as a brand museum featuring every bottle ever designed, a see-through display of how tap water filtration works, and free water bottle filling stations outside.

Eight Books That Never Were And Will Never Beand what their first two sentences might have been

DEMON’S DIATRIBE

DAVID FOSTERWALLACE

It was 3 AM whenThomas Kerrigan closed his brown-stone door and turned his eyes up to the harvest

moon. “This is it,” he said out loud.

In Spring of 1928 I was briefly involved with the bad-tempered daughter of a Serbian diplomat.

The affair taught me more than I ever hoped to know.

If only you were younger / The young girl said to the old man. / And it wasn’t what she said /

But how she looked saying it.

There is no heaven—that I think.I am not in heaven—that I know.

From few came many. And from many came more.

A professor once told me cynicism will be the end of man. I say cynicism is all he’s got left.

Paul Barrybath didin’t like the cold. In fact, he hated it with a passion that warmed him.

Loneliness is shared by everyone. Despite the humorous irony of this sentiment, this is a bad thing.

STARBURYAD: Matt Norton

Basketballer Stephon Marbury is able to sell his sneakers for $15 by spending $0 on traditional media. So we decided to invest in the brand experience, making media outlets out of everything from the point-of-purchase, to the shoebox, to the shoe itself.

When a person puts on a pair of Starburys, they’re not trying to aspire to what some superstar pitchman tells them to stand for. They’re making a statement about what it is they stand for and about who’s really endorsing them: Themselves.

Upon completing an online purchase, a visitor can start engaging with the brand immediately by signing his or her name to a digital Starbury shoe. Once it collects one million signatures, a giant shoe will go on permanent display in Brooklyn as a testament to the brand’s roots.

The brand is built on 15 pillars (symbolizing its $15 price tag). 14 are featured on the box. The final one is up to the wearer of the shoes.

Inner-box lid manifesto: Endorsement contract:

Using the Sharpie provided, people will be encouraged to write what they stand for on the inner soles of each shoe, and to officially “endorse themselves” by then signing the outside.

When some creatives from the Martin Agency asked us if we wanted to help them sway undecided middle-aged women voters towards Obama, we originally intended on staying away from negativity.

Then we saw Sarah Palin’s Katie Couric interview.

AD: Kyle Wai Lin

PEACEONEDAY.orgAD: Swara Rane / J.D. Humphreys

Peace One Day is an organization started by British filmmaker Jeremy Gilley. In 2001, Jeremy convinced the United Nations to adopt an annual day of global ceasefire and non-violence—Peace Day, 21 September. Teaming with Google, Jeremy charged us to not only raise awareness of the day, but also to give people a way to participate that would have an impact on global conflict.

We created a brand that challenges college students around the world to stop being passive, to get angry about bloodshed, and to finally take action on 21 September. That action: donating an integral part of themselves to combat zones, in the name of peace.

University posters

Starting September 14th, for the week leading up to Peace Day, Google’s homepage will resemble a transparent glass beaker, slowly filling with blood each hour. By the 21st, it will be completely filled. Clicking on either the Google logo or the link below it will take visitors to the ShedBloodForPeace.com page.

Timed with the launch of our campaign, this small red drop icon will appear next to any Google search that includes keywords related to conflict and bloodshed—for example, “terrorism” or “Darfur.”

When viewers mouse over the icon, they are given the option to add their anger to the anger-meter on our homepage.

Donors will give their blood into special collection bags with transparent stickers which state in 10 different languages:

“This blood was donated on Peace Day, 21 September, in the name of ending bloodshed.”

To assist in covering the costs of the blood drives, branded t-shirts will be available for purchase on the day of the event.

Collection bag transport bins will have the same messaging, ensuring everyone who comes in contact with the blood on its way to combat zones is aware it was donated for peace.

Donors will be given a specially-branded band-aid with a tracking number along with a card thanking them for their investment in peace. The card will have instructions for tracking where their blood ends up in the world.

Using the code on their band-aids, donors can track where their blood goes and learn about the area of conflict where it ends up.

They’ll also have the option to display a digital band-aid on various online profiles such as Facebook, Orkut, or Twitter.

JWT’s proprietary method for judging creative work... remixed. *Special thanks to Ty Montague and JWT for the original 1 through 10.

AD: Kyle Wai Lin