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Nike 'Dream crazy' by Wieden & Kennedy Portland

It capitalised on a massive and important piece of culture and it was completely consistent with Nike’s support of mavericks throughout its history. It was both brave and also smart commercially.

Libresse/Bodyform 'Viva la vulva' by Abbott Mead Vickers BBDO

Completely appropriate for the brand to celebrate and thereby normalise the vulva. On-brand, joyful execution, great craft.

The New York Times 'The truth is worth it: fearlessness' by Droga5 New York

Again, fantastic craft. Just impossible to tear your eyes off it. And in standing for free, independent and accurate journalism, possibly one of the most important issues of our age.

Spotify 'David Bowie is here' (in-house)

Luscious takeover of a New York subway station, in celebration of its much-beloved and late neighbour, the incomparable David Bowie.

Reclame Aqui 'Corruption detector' by Grey Brazil

Once again, addresses a hugely significant political and societal issue, taps into the internet and tells you whether a politician on television in the flesh, online or in a newspaper has ever been convicted of corruption. Simple, direct empowerment of citizens with knowledge.

Adidas 'Billie Jean King your shoes' by TBWA\Chiat\Day

Cheeky, irreverent celebration of the most important tennis match ever played. Entirely appropriate for a great champion who had always been at the forefront of change.

Greenpeace 'Rang-tan' by Mother London

Sweet, hard-hitting and incredibly appropriate that Greenpeace should do the first recycled ad in advertising history.

Montefiore Hospital 'Corazón: Give your heart' by John X Hannes New York

As a rule, I am suspicious of branded content (pretending to be something it’s not), but this is an emotional and atmospheric evocation of a great hospital’s ethos, attached to a heartfelt appeal for more organ donors. Beautifully shot, directed and performed.

March For Our Lives 'Price on our lives' by McCann New York

Student protest at its most moving and effective. A brilliantly simple device for communicating the degree to which American politicians are in thrall to lobbyists – in this case, the National Rifle Association. May have even played a part in putting them on the backfoot for the first time ever.

Microsoft Xbox 'Xbox adaptive controller' (in-house)

A great example of a company taking accessibility seriously on a massive scale. Embodies how important it is to build an accessible product from the start, rather than adapting it as an afterthought. Remarkable and transformative for gaming consoles.