Listerine, who was not yet a client, came to us with a small ask – repurpose one of their existing ads. Instead, we came back to them with a totally new concept: a talking Scottish donkey who is an expert on oral care (because donkey’s have big teeth and gums, obviously). They thought it was weird, but also great, and we ended up winning the whole business. Some people love the donkey. Some people hate him. But people are buzzing about Listerine, and we think that’s a win.