CLIF BAR - The brief was "Motivate athletic adventure." How do you get those people snacking on Clif Bars in their cubicle to get outside and #MeetTheMoment? My idea was to insert fortune cookie-like challenges inside each package. The Clif team loved it and was granted a huge budget to make it so - pretty cool for a company that was notoriously "anti-marketing." After many production roadblocks, the challenges ended up on the exterior of the package but many still took to their social channels to share pictures of the various ways they met their moment.