Brand hijacks are nothing new, but in 2019 they hit new heights, including adidas ‘Billie Jean King-ing’ shoes from any brand at the US Open, Thomson Reuters Foundation hacking the trend of ‘Unboxing’ to shed light on the scale and horror of modern-day forced labor, and Columbia Journalism Review’s Fake News Stand, which raised awareness of misinformation ahead of the midterm elections. In this session, Chris will discuss the process of conceiving, selling and executing work that enters the cultural conversation in a world that quickly sniffs out inauthentic brand comms and actions.