Nestlé wanted a big platform idea to celebrate their 75th Anniversary so we came back to them with "Bake the World a Better Place" - an idea grounded in the truth that the very act of baking something for someone
brings people closer together. There was an awesome bake sale activation idea, pop-up baking schools, and a national day in celebration of the inventor of the Tollhouse chocolate chip cookie in the works but, in the end, all they did was TV. That said, in a category that features moms, grandmothers, cute kids and the occasional bunny rabbit, we got a few fresh faces in the mix and that smelled like fresh baked victory to us...it made the client happy too.