GO AHEAD, (BLANK).

Post-It wanted a campaign featuring the unusual and unexpected ways people use their Notes. The campaign I created had a floating tag line, "Go Ahead, (Blank)." The blank could be inspire, create, start-over; anything that reflected the peccadilloes of worldwide Post-It users. The TV spots focused on that cheerful, can-do, creativity around the world. While a changing tag line is often a terrible idea, in this case it worked. The New York Times even sung it's praises in an article on the front page of its business section.