A common thread that bound a lot of this year's campaigns together is the engagement aspect of them. They invited you to do something, to somehow interact with them, whereas for decades advertising was passively consumed. It was information bombardment.

But today, all of these campaigns are stitched together through this common understanding that we want you to smile, we want you to raise your hand, we want you to write a story, we want you to bid some of your loyalty points. We want you to be involved and interacting and engaging with us.