We thought of an express creative judgement kit with a rubber stamp and ink pad for the client. Headline: "In 2004, find the right words in a trice, con brio." The stamp would say: "I couldn't have put it better myself." That way, they always have an answer when the agency recommendation left them stuck for words. And the competition would greet our card with a smile in its second target, other agencies.

The clients laughed. A few even used the stamp the way we intended. And our greetings card won the prize for the most creative at the traditional annual competition run by Gibory Consultants.