For years, sports performance brands like Nike have told us there’s no place for enjoyment on the road to greatness. If you want to be at your best, you have to sacrifice everything. But Usain Bolt is living proof that many top athletes actually perform better when they manage to enjoy a beer or two along the way. So in the lead up to the Olympics, our global campaign took aim at one of the biggest brands on Earth. While they were screaming JUST DO IT, we were putting forth the opposite mantra: “Don’t Just Do It. Enjoy it.” This campaign was terrifying because the whole success of it lay in the fact that we knew we were immediately going to be sued by Nike in the first moments after it launched. But it was also incredibly rewarding. If you had have told me that I’d be on the phone with Usain Bolt designing a set of dominos, I’m not sure I ever would have believed you. But there you have it, advertising can be a crazy ride.