I have to admit that most advertising bores me. It’s like watching a brochure being made. You know the point that is being made, understand the style and brand consistency, and wait for the call to action.

Now I also know how difficult it is to take a brief, design creative work to deliver against that brief and get the client to approve it (or more likely, the client’s boss). Then there’s the rework. Repositioning. Changes. Another cycle of approvals. On all sides, it can feel never-ending.

But what if all that creativity and energy could be channelled into into audacious storytelling? What if a creative team and a brand got behind a powerful concept and just went for it? Then maybe it would look like this. Disclaimer: I can only imagine the review and compliance checks that went on behind the scenes here. But bravo.