I love creating brand stories at the speed of culture together with my teams. We gave a cheeky answer to the British Government with a campaign developed overnight, which went on to win the Eurobest Grand Prix in PR. Later on, we fought post-Brexit Referendum xenophobia with empathy and ended up on CNN. We have transformed cans into billboards to make the Instagram generation fall in love again with the world’s greatest brand. We have made UEFA change their mind. We have created an app that allowed people to co-create a brand launch for the first time. We have used tech to turn a historical landmark into a historic statement and won a Yellow Pencil in the process. We have inspired people to fight unequal pay with a quirky music video that made headlines across Germany and the world. We gave youth a stage to express their creativity in one hundred simultaneous alternative parties across China with ABSOLUT100. And, lately, we have helped Romanian women avoid getting trapped in abusive relationships.