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Not everything makes it out the door, of course. Here's a small selection of work that never saw the light of day, or was never intended to.

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British Airways

Harry and Meghan's controversial announcement happened to coincide with the BA Sale. Which happened to include flights to Canada.

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Sipsmith Gin

When legendary goalkeeper Gordon Banks  passed away, we saw an opportunity for Mr Swan to cheekily refer to a competitor brand.

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American Express

Lots of people were applying for the Amex Platinum Card, but most of them couldn't afford it. So we needed to make the card feel exclusive and unattainable.

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