What’s the longest you’ve had to wait to make an idea? I bet you this beats it.

This one starts way back in 2014. I had hair. I had energy. I had Marijke Spain as my art director. One night we stayed late to do some proactive thinking and worked up this print ad for the NRMA. It never went to client…because the agency literally lost them that week 😬

But it clearly lodged in the brain of Adam Bodfish, our creative director. A decade later, as ECD of McCann Central, the right brief landed on his desk…and he remembered our mock ups.

It’s proof that great ideas don’t die – they just hibernate.