Every great campaigns has an immaculate story to tell. Some, more evergreen than others. But it's not just great ideas and beautiful craftsmanship, these stories need to inspire effectiveness, very much like our favourite fables from the past.
For 2017, I focus on how a single good thought has the rippling effect to connect to many touch points that has the ability to make a campaign reach its utmost potential. I use Rube Goldberg's system to showcase the thought.