The Work: Private view.(Viewpoint essay)

CREATIVES - DARREN BERESFORD, RICHARD GAYTON, CREATIVE TEAM, FALLON

It's difficult writing this as a team because we disagree on nearly everything. Including that opening sentence. But for the sake of simplicity, we'll refer to ourselves as 'we' throughout. Also, we're only juniors, so please forgive our naivety for agreeing to write this We're still learning.

We stumbled across our old book the other day. One of the campaigns that we had in there was for British Airways (4), so we know how hard it is to do airlines, even when you're making up your own briefs. We don't mind this though. Without knowing a huge amount about the brand, the strategy feels right and they're nicely shot, maintaining BA's level of brand quality. We can see the appeal of going to see the 'great wildebeest migration'. The titles make our eyes hurt, but we like the campaign.

Bear bites also hurt, so it's good that the chap in this Timberland (6) spot was able to run fast thanks to his trusty sneakers. We like this too. The track's great, it's exciting and a pig runs through a tree That guy must have done something pretty bad to those poor animals. If pushed to change something it would be the line, but we'd still like it on our reel.

It's tea rather than trainers that kept us alive while we were on placement. We love the stuff. Typhoo (3) is celebrating making good tea since 1903 …