I'm rather intrigued by the concept behind this campaign (from earlier this year). To show their versatility, IKEA in Holland made a different TV ad for every day of the year. It's a wonderfully disruptive idea. But the thing I like most about it is that it's so far removed from the campaigning mindset that characterises so much of what we see – a continuous stream of communications that enables them to be far more topical, tactical and agile over an extended period of time. If you take this kind of thinking and marry it with a continuous but ever changing stream of digital communications and stories, then you've really got something. Something that is slow, fast, and spiky.