We wanted to prove that a new relationship between programming and advertising is the wave of the future. The result, "American Idol" has become the benchmark to measure "the next BIG idea". The challenge for Universal McCann was integrating the Coca-Cola brand into the minds of young consumers through the passion point of music, giving unique behind-the-scenes access, and encouraging consumers to engage in the process. We drove and negotiated a groundbreaking deal. 225 Million viewers watched a television event and an advertiser come together to make dreams (and brand integration) come true!