Holding the world to ransom isn’t ok…unless it’s for a great cause. So in my spare time, Colenso BBDO kindly backed this proactive idea that I wrote and directed. It got a ‘lol’ from Richard Curtis, but a ‘please stop this’ from James Blunt’s manager. And while we didn’t get a yes, it resulted in a heap of social media attention for ReliefAid - a small New Zealand based humanitarian charity who most definitely deserve that attention.