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A week ago the Internet was buzzing with debate about the colour of a dress.
Today the Salvation Army turned it into a provocative and thought-provoking advertising campaign about domestic violence.
It’s a brilliant piece of creative subversion that the Salvation Army should be applauded for, enabled by close monitoring of trends; creative expertise; swift decision-making and good management of media channels.
Combine all those things together in one team and it’s amazing what can be achieved – from Oreo’s taking of Twitter by storm after a Superbowl power cut to the kind of rich coverage of a serious social issue we’ve seen today.
It’s also a great illustration of why I love the Internet – you can go from the utterly ephemeral to the most complex and serious of stories in a moment.
And often when you’re least expecting it.