"We really wanted to make sure we created something that provoked and demanded people’s attention. We reviewed a number of interesting ideas but this was the one that turned most heads within the agency - so that was a good sign. It also stood for something that most creatives can stand behind. Something that clearly represents the ruthless, unforgiving fighting spirit embedded into the DNA of ‘human’ creativity. The bullet clearly shows how a good idea can cut through the all the noise and BS in such an intense digital landscape."

- Cathy O'Connor, TBWA/Sydney