A brand can spend a small lifetime trying to communicate directly with five million consumers. Or we can time our activities around one large congregation when a dominant percentage of our audience is likely to be around.

Diarrhea kills millions annually in developing countries – a tragedy that could be prevented by simply educating people about washing their hands before eating.

Changing the habits of over 100m people is an enormous challenge. Saying exactly the right thing, to the right people, at the right time is the only way to achieve it.

We chose the roti – a popular Indian bread eaten with hands – as our novel medium. Using a heat stamp, we printed our message directly onto roti at the largest religious festival on the planet.

At a cost per contact of less than 1 cent, we gave millions of people serious food for thought.

Writing a brief is not a task to be checked off like a shopping list or completed like a paint-by-numbers illustration. It is an opportunity to unleash creativity and should be treated with the utmost respect and care. #cakeordeath"

Gareth Ellen, China COO & Regional Planning Director, Shanghai

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