I was excited to give my rationale live in the studio, only to find out it’s all pre-recorded now. Boo.

The brief was simple: sell bottled air, the thing you normally get for free.

Our idea tapped into the growing health crisis around vaping. Why suck in chemical-laced vapour when you could inhale a cleaner, much cooler alternative? By flipping the absurd into something familiar, we showed just how easily bottled air could be sold.

The result: a draw.