Roughly a million years ago, back when I was still relatively cool, childless and without a grey hair on my head, I was asked to come up with some concepts for the annual Easter Egg hunt Sony Ericsson did at the T-Mobile head office to promote the new W880i Walkman phone - their thinnest handset yet.

There was another stipulation: “Don’t mention Easter. Most of the people who work there are Muslim or Sikh.”

So, I turned this odd mandatory into an opportunity, and came up with the idea of making W880i bars to hand out to everyone when they arrived at work. Aside from giving us an easy competition mechanic to dish out some free phones with, it also communicated the main selling point of the handset itself via something everyone could eat. After all, Easter’s only really about chocolate anyway, right?

The client loved it so much this ended up becoming a nationwide activation across all T-Mobile high street stores. And just like that, a crappy £30k brief that no one wanted to touch turned in a £250k+ one that’s still in my book!