To drive growth of the Johnnie Walker brand in China and fend off an increasing number of competitors, JW broke the traditional norms of alcohol advertising by turning its "Keep Walking" slogan into a conversational platform. People born in the 1980's were asked a question: "What would you say to inspire your generation to 'Keep Walking'?" The question turned into a social debate about what progress means today in China. More than 100 of China's most influential bloggers were invited to give their views.  Documentary producer Jia Jiangke also made 12 films featuring ordinary citizens with exceptional achievements telling their stories of progress.  There were more than 33 million views on all content (blog and videos) in 3 months. Estimated PR value of the campaign was US$44 million.

Aviva wanted to break into the top-10 club of the crowded Indian insurance market. Choosing children's education plans as the flagship products to be advertised and sacrificing communication on other products, Aviva's positioning was summarized as "education is insurance" in the Aviva Great Wall of Education (AGWOE) campaign to encourage books to be donated in New Delhi, Mumbai, Kolkata and Chennai. The world's largest Book Wall with 947,876 books was created, and books were given to 400,000 underprivileged children. Local press dedicated articles to tracking the progress of the campaign generating US$1.5 million worth of PR value. AGWOE's Facebook page saw 37,992 "likes" with 3,593,845 views and 10,627 feedback posts during the campaign period. AGWOE's micro-site saw 47,602 visits and 86,817 page views.