One of the first questions non-advertising people politely ask me when they find out what I do is, "what ads have you done?" And inevitably, anything I mention draws a blank. While that could be a comment on the quality of my work, it's also a reflection of how little regard people give to advertising, how little our work actually connects and how little work is mass anymore. The ads I work on tend to be aimed at very specific audiences. And especially in the context of Cannes, it seems the "best" work our industry creates is seen by us, usually on social media, but not by normal folks.

So what a delight to have the opportunity to work on a truly mass campaign.

Over the coming days, our summer work for Pepsi will be posting: pepsiMoji - 36 original designs printed on millions of cans and bottles, 6 online videos, a keyboard app, 17 OOH executions and all the usual street team and social stuff. Going right across the country. And after Canada, possibly the world.

Most importantly (at least to me), this is work that is designed to move product. At the end of the summer, we'll know if our work worked. Any case study video will involve sales results and not just likes or improved brand scores or conversations or media quotes.

Of course, a campaign like this involves a bold client and an army of facilitators, handholders and craftspeople. Especially one, Mark Hesse, who gave this campaign his heart and soul.

Anyway, I hope that the next time someone asks me about my work, they'll recognize this campaign. That would be gold to me.