When you look at our creative work, we hope you'll immediately love it with your customer's heart. But we would also like to appeal to your marketing expert head, and so we want to take you behind the scenes and show you the creative intelligence behind some of our campaigns - and some that doesn't lead to anything like the traditional idea of creative.

Rail Passengers Council: You may not have heard of them - yet. We've just tested a campaign to raise awareness of them in two regions, and more will follow. The RPC is the independent voice of the travelling public. When train companies do horrible things, the RPC spokesperson who pops up on the news to tell them off is our client. Our goal is to make every train user aware they have a friend in the RPC.

Conventional thinking would have tried to reach this goal either through a big poster and press campaign, or door drops. Creative thinking gave us a different answer - to use some advertising, but also PR, viral marketing, field marketing and ambient. All of which was designed to get responses and start a conversation with rail passengers.