Some people believe that in order to find success, you've got to follow the rules. But others know that life gets more interesting when you push beyond what's known and expected. And that's exactly what I did for Ziploc with "Use As Imagined." My team pushed boundaries, found new ideas, and came up with clever tricks and original twists.

The launch of this campaign didn't just create a new, global brand platform, it introduced a world of endless possibilities for the product, where anything goes - a world where it was no longer suggested to "use as directed," but to "use as imagined."