When i worked in 2i9, we got this challenge: create a campaign for a website we were developing. A NGO called Vís-à-Vís that makes actions for child care. The briefing was to estimulate entrepreneurs and professionals donate not only money, but its skilled labors. They don't want only money, they want people committed to the future of children. The first ad is a webmail marketing, so inspire "cut/paste" as a simple action, just go to the site and learn how simple it is to help in any way. The last three ads were for magazines, so the idea was to let them think about how small pieces of what we have can mean huge changes in the lives of disadvantaged. I was solely responsible for the entire creation process, from writing composition to the approval of the client, and that was a challenge I really liked it entered.