Mark Wood: One Simple Change

For 46 years nobody had thought to question the status quo. This may be a small graphical change, but it is a very large symbolic one and a first for a women's national football team.

A lovely name for a clever project that solves a problem that has been previously overlooked. Combining this with the Paralympic Games raised awareness of this great inclusive idea.

When an iconic brand asset is changed to make a statement, the impact can be significant. The additional thought of making this collection as limited as the species they are depicting, is a lovely idea too. The new illustrations of the endangered species are perfect.

This change is so simple. Nothing is added, just rotated, to tell a compelling story that is unique to Heinz ketchup. A great example of iconic assets and brand experience coming together.

Why are women less likely to receive CPR from a bystander? The answer goes all the way back to how people are taught. This simple addition to a manakin to make it a womanikin – a lovely name for the product – is a wonderfully simple idea that will help save lives.