As Global CD at Grey I helped set up a Global Duracell Creative Council, with the aim of producing the most creative work for the agency and client. We would tap into the best creative talent in our network and set a yearly brief that would hopefully end up with a few gongs. Client funded and approved - the initiative just kept on giving, year on year. Two examples here playing on some really interesting insights.

TOYS SHOULD LIVE FOREVER
People put a lot of effort in choosing kids toys, but when the wrong battery is used they run out of power, get forgotten about and discarded.

SOME TOYS NEVER DIE
This idea centres around the behaviour of children who grow tired of their toys very quickly, discarding them for newer, more exciting ones. The 'rejected' toys that have Duracell batteries in them are still functioning and ‘alive’.