W+K - this feels like the pinnacle of the ad world as far as high-profile creative is concerned. Biggest takeaway is that something that seizes culture and takes the world by storm doesn’t always present itself in the form of an ad. But, if it does, the solution is often something more subtle and fundamentally human than a line of copy or a beautiful design. Sometimes it’s the full composition of the piece - the punch of laughter it establishes, like in Old Spice’s “Smell ‘Em Who’s Boss.” Other times it’s something as simple as a hat tip, one gesture that unites New Yorkers in a solute to their captain.

- Cameron Kokes