The one that started it all. At the tail end of my interview at CDM Princeton—my first ad agency—our ACD handed me several sheets of paper and an unsharpened pencil. “Take the lunch hour and see how many headlines you can come up with for Bic Erasers,” he said. “Erasers?” I replied “One hour,” he said. So I rushed down to the cafeteria and wrote the headlines at the bottom of this page—and over time grew them into a video concept and big idea for a social-media campaign.