Problem: In 2014, UK politics was an outsider’s game: the UK Independence Party had ridden a tidal wave of cynicism against the Labour-Tory status quo… leaving the good old Green Party, and its message of positive change, floundering in the margins.

Insight: The true outsiders sound different. The Greens had earned their outsider status - and from where we sat, UKIP’s leadership and policies looked a lot like the players it was supposedly rebelling against. We were the real outsiders - and the rebellion we could offer could be a LOT more joyful.

Idea: Change The Tune. I was getting ready to give the creative brief... and then one morning, I sat down in a cafe and wrote a song. A boyband song, from the perspective of the main parties, showing how they were all the same. Instead of the classic UK political ad walk-and-talk from a party leader, we would make a music video where the other parties sang, literally in harmony, for your vote. Didn’t really matter which one you voted for - it’s all the same. Fun fact: an undercover reporter from The Daily Mail snuck into the auditions and tried to bust the ad. Lucky they didn’t because…

Result: The rules are, political ads get shown of TV exactly once, and disappear without trace. This one exploded over social media, generating a million organic views in a week. It bumped the Green’s other intended ad, a walk-and-talk with the then leader (sorry, Natalie). It received another (free) showing on the UK institution Gogglebox. Known Greens were stopped in the street and thanked for it. And I remember in the first edit screening, watching our client cry —and then me crying, too. Put this one on my headstone.