We started with 32, and now just two remain in the Campaign Cup. It's a showdown between Zig's "Start the Car" for IKEA, which gave us a phrase that's become synonymous with finding a great deal, and Sid Lee's "We the North," a poetic ode to the Toronto Raptors' distinctly Canadian identity in a U.S. sports league. For this special episode, Campaign editor Chris Powell chatted with former Zig partner and creative director Elspeth Lynn, and Sid Lee's executive creative director Jeffrey Da Silva about how these iconic campaigns came about, their enormous cultural impact, and why three words seem to form the best campaign slogans. Hosted on Acast. See acast.com/privacy for more information.