When I write this column I tend to look at a trend or recent issue in advertising, then I almost always end up explaining why it might be problematic, but finish by steering things in the direction of a possible improvement or two. Yes, ads are worse than they used to be, and the business isn’t as fun or as well-paid as it was, but we’re in it now, so let’s be part of the solution.

And if we want to find a solution that works we need real examples that can inspire us. But they don’t all have to come from the creative department. Which is why I want to talk about a client.

Fernando Machado has been sneaking into my peripheral vision for a few years, but now he’s right up in my face with his beautiful Burger King rebrand, and globally-awarded and effective advertising campaigns, such as Dove’s Beauty Sketches, and Burger King’s Burning Stores and Moldy Whopper.

Those campaigns have amassed a great deal of fame and a great many awards, but they’re not why I want to mention the person who commissioned them. That tipping point finally happened earlier this year, when he used Twitter and LinkedIn to post an image of D&AD’s The Copy Book.