Not every green creative is a great creative, but every great creative is a green creative.

It takes far less energy for an original advert or promotion to enter the public consciousness than it does a bad one.

How big swings are behind some of the most iconic creative ads of our time and how they create their own momentum.

Featuring: Sir John Hegarty, Mike Everett, Nils Leonard and Nick Looby

Learn more about your ad choices. Visit megaphone.fm/adchoices