We can only imagine a life in the world of marketing. A life in which we picture groups of creative-types huddled around a vast, bleach-white meeting room table darting ideas off each other, reminding every other person that thinking ‘outside the box’ is key to success. For every dozen or so marketing campaigns that crash and burn under their own ridiculousness - think Coca Cola's entire launch and subsequent withdrawal of 'New Coke' – there comes along one every so often that is so well thought-out it demands attention and ignites discussion.