Prior to Anomaly and Panera, I still looked at social as throw away briefs, despite making some fun work early in my career. While the industry and marketers are still exponentially out of touch, I think I've finally come to a good area of understanding the kind opportunity social can create.
Not everything has to be an ad.
We wrote food related horoscopes, loosely based on actual expert astrology reports for the time. We tweeted them out. We worked really hard to have it be free of a Panera logo. We won.
Illustrator: Gaby D'alessandro