Right now hundreds of the smartest minds in marketing and 14 major brands are working together in a warehouse in London to solve some of the world's biggest problems.
That's because today is Plan It Day, the first leg of The Drum's attempt to prove marketing can change the world which will culminate in 24 hours of ambitious activity at Do It Day on 10 November.
Today began with brands including Coca-Cola, Amnesty International and Airbnb setting real-world briefs such as find a way to reduce littering and change the perception of refugees.
Creative teams then got to work on a solution for each brief, competing against one another to come up with an idea which can be implemented for real in just 24 hours at Do It Day. They will pitch their solution back to the brands later today, and the brands will then choose which idea they want to attempt at Do It Day.
Sounds daunting? Not half. Watch our film above to see how they're faring.
Follow the Do It Day liveblog to see what is happening at Plan It Day right through the events in the US, the Do It Day fringes events and the full day itself - Do It Day.