Back when I was a wide-eyed newbie copywriter at an agency called Sid Lee, a contest was announced during a staff meeting. It was a chance to write copy that would be printed on a bottle of vitaminwater, which was a client at the time. Anyone at the agency could enter, and the writer of the chosen copy would win a trip to NYC. Long story short, loved NYC—but seeing this copy on that bottle was the real trip. As was the other fun, colourful work we went on to do for the brand.