Mother: Immaculate conceptions

The Shane Meadows box office smash; the flirtation that turned thousands onto online dating; the horrific spectacle of dozens of polar bears plummeting from the sky - global creative agency, 'Mother', houses the brains that brought each of these to our screens. Extremely adept at turning a promotional campaign on its head, 'Mother' tailors a bespoke approach to every creative challenge, resulting in memorable and winning campaigns for its clients. We grill partner and head of strategy Dylan Williams about the secrets to 'Mother's' ongoing success.

Computer Arts: What's the best idea 'Mother' ever had, and what sparked it?

DW: It's not so recent now, but I still really like TBWA\Chiat\Day's 'Gatorade Replay' campaign. Rather than simply run an ad campaign that crows to all and sundry about Gatorade's replenishing properties, they created a role for the product in the lives of a group of people who had no real need of a sports drink. Encouraging 30-somethings to replay high school sports matches, and providing the infrastructure and organisation to do so, is an excellent example of how brands can positively contribute to culture rather than simply bombard us with selling messages. I also liked Droga5's location-based game on Bing to promote Jay-Z's book, Decoded. Again, it's an idea that looked to contribute to culture rather than merely just interrupt it.

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