Dylan Williams from Mother London speaks about the point of it all

What recent campaigns have you been particularly impressed by?

DW: It’s not so recent now, but I still really like TBWA\Chiat\Day’s ‘Gatorade Replay’ campaign. Rather than simply run an ad campaign that crows to all and sundry about Gatorade’s replenishing properties, they created a role for the product in the lives of a group of people who had no real need of a sports drink. Encouraging 30-somethings to replay high school sports matches, and providing the infrastructure and organisation to do so, is an excellent example of how brands can positively contribute to culture rather than simply bombard us with selling messages. I also liked Droga5’s location-based game on Bing to promote Jay-Z’s book, Decoded. Again, it’s an idea that looked to contribute to culture rather than merely just interrupt it.

Italics added for extra emphasis by me. I am pouring over a Computer Arts mag on my sickday and thinking about change.