Our APG Project: There's a magical place, we're on our way there...

After 10 weeks of hard thought, graft, and (some) dicking about, APG is over. The project brief was how to launch Best Buy in the UK, when it comes over in 2010. We answered it with verve and bombast, including reverentially watching the old Toys 'R' Us ad in silence.

Here's my bit - a madman's ramblings about recession psychology.

A Big Idea For Best Buy

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(what the bloody hell happened to the font? Use your imagination)
But the real payoff came when Ramzi (Yakob. No relation - or is he?) took the stage and went off on a beautiful, utterly impromptu serenade about the universality and creative depth of our concept.

We didn't win. She did. But I had a really, really good time.

Enjoy!


Still gives me goosebumps.

People Of The Now 7: Ryan

A cold Thursday in Clapham, 1:30am.

Ryan: Nice, innit?
Me: Mm! If you like cigarette holders, I guess.
Ryan: Press that button on the side, right? And the lid flips open.
Me: Wow! That is pretty nice.
Ryan: Got it from a charity shop...
Me: Good man. I wonder if they've seen an increase in the trade in the, uh-
Ryan: In the present climate, yeah mate. Well I stole it.
Me: You stole from a charity shop? Isn't that a bit, well, cannibalistic?
Ryan: I only stole it for a joke, like. But I was in there an' I saw this TV and DVD combi, right? Combi. And it was yellow, which is my favourite colour.
Me: Bargain if you have somewhere to put it. Like a house.
Ryan: Well I thought it was £25 cause that's what the label said, but then the woman said that it was the other TV was 25, a grey thing.
Me: Bastards. A bait-and-switch.
Ryan: ...so I bought that one, and sprayed it yellow. Looks proper professional!
Me: Hey, nice one man. I mean that.
Ryan:...so anyway, you sure you haven't got any change?
Me: Sorry buddy. Oyster only tonight. Good luck with that though. Take care of yourself.