Every brand at the Super Bowl wants to be the one people are still talking about on Monday. Most settle for a good TV spot. We had a different idea.

We built the first head-to-head VR football game ever made — offense against defense, two people, one field, no controllers. Just your hands, a helmet, and the crowd noise of 70,000 people. Matches against actual NFL players were broadcast live on Facebook. It wasn't a demo. It was a game.

And it became the most talked-about activation at Super Bowl LI.

SAP powers the stats behind the NBA. The brief wanted to make those stats feel approachable. The easy answer: a friendly infographic. The right answer: hire two kids who actually don't care about stats at all.

Chris Paul II and Zion Wade — sons of two NBA Finals players — hosted a social series breaking down the numbers from their dads' games. The insight was the joke: if a kid can read it, anyone can.

USA Today, FOX Sports, Slam, Uproxx, and nine other outlets picked it up without being asked. Turns out the internet would watch these two kids talk basketball for as long as we'd let them.

Wireless carriers are basically indistinguishable to most people. Same coverage maps, same price wars, same offers. Getting someone to actually switch requires something worth switching for.

At the 2017 NBA Draft in Brooklyn, we gave them something they couldn't get anywhere else: a phone case handcrafted from an actual game ball. A leather artisan broke down real NBA basketballs on-site — steamed, cut, and stitched into one-of-a-kind cases — available only to Verizon customers, or anyone willing to switch right then and there.

Vince Carter showed up to sign them. The line never stopped moving.

5G was the most-hyped technology nobody could explain — not even the people selling it. Which meant you couldn't advertise it. You had to let people feel it.

We built a traveling lab that gave people hands-on time with 5G before it was publicly available. It toured the country and ended in Atlanta, where we spent Super Bowl LIII turning a stadium into a working proof-of-concept.

Super Bowl 5G. The name said everything the brief couldn't.

The Mississippi Delta has some of the worst health outcomes in the country. Humana was doing real work there — showing up in communities that had been written off. The story was true. We just had to not get in the way of it.

No script. Multiple cameras. Two weeks embedded with the people and the program. What came back was a series of documentary films that felt less like advertising and more like the kind of thing you watch twice.

The work lived online as an ongoing chronicle at closethegap.humana.com — a brand that kept showing its receipts.

Lottery advertising is a category where the brief basically writes itself: show someone winning, cut to a life transformed. We had more fun than that.

The New York Lottery campaign found the comedy inside the fantasy — winners who couldn't quite let go of their old habits, millionaires stumped by millionaire problems. The joke wasn't "imagine winning." It was "winning is weird, too."

The work ran nationally and became one of the longer-running campaigns in the brand's history.