THOMAS ELIA puts the no in innovation:
One of the writers and creators of The Palace of Light -- a 360 campaign for Shredded Wheat that included TV, webisodes, print and online media.
The campaign revolved around a character, Frank Druffel, who ran a cereal factory and wanted no part of progress or innovation in any way, shape or form as you'll see in the video above.
The campaign won a Integrated Lion at Cannes (Bronze).