At The Drum Live event, we gathered two of the top clients in the UK and three fearless and inventive agencies to take part in a special quick-fire marketing challenge.
We handed the floor to Unilever's global head of media Jay Altschuler and Barclays' head of marketing Sara Bennison to set two hypothetical creative briefs for the intrepid creative teams to tackle on that day, before presenting their ideas in front of hundreds of their industry peers.
The teams from Gasp, Somo and Seven rose superbly to this formidable task and you can see how they responded to the brief from Unilever – to reinvent an old Persil 'dirt is good' TV ad – in our video above.
Gasp's Ollie Mines gave a flavour of how daunting the task his team were faced with in a blog dubbed 'The Drum Live – Gasp’s Panicky Day Out'.
He wrote: "It quickly became clear that the Unilever and Barclays' briefs would not be a single sentence, in fact they were more like a 10-minute exposition…each.
"Giles and I then felt the blood rushing through our ears when we were told that we’d have to present the ideas on the main stage in front of 300-odd people in just a few hours.
"I must say, whilst it was a nervous and seriously challenging day for us, the event as a whole was great, and long may it continue."
As you'll see from the video above, Gasp's team had nothing to worry about as they came through the challenge with aplomb.
The creative challenge followed a panel debate between Unilever, Barclays and Marks & Spencer about how real-time marketing is shaking up their brands.
Held in London earlier this month, The Drum Live saw our team peel back the curtain of magazine-making and invite more than 300 readers to come and produce an issue with us in a single day.