Because The Applied Art Advertising Annual is a showcase of great advertising. So the challenge was coming up with an overarching idea that could package a bunch of great ones in a poignant, relevant and memorable way.

Our inspiration came from asking a simple question: What does it take to do great work? Through answering this question, our idea that 'luck has nothing to do with what we do' came to life in a visually narrative way.

Overall, the Annual was a huge success. It flew off the shelves at retailers and created lots of chatter and conversation beyond just the advertising community. The photography was also awarded by Graphis Photography.