Swisscom is the national telecom of Switzerland. It was seen as efficient, but cold and dull. Our task was to make them appear more human and interesting. The One Brilliant Idea was to offer everyone in the country one minute of national airtime to say anything they wanted. The campaign caused quite a stir, including a seven-minute segment on the national news. After the work ran, Swisscom was voted Best Swiss Brand and the campaign was awarded Best Campaign in Switzerland – the first time a non-Swiss agency had won. Happy days.