This is the one that got away. A no-holds-barred effort to the tune of nearly $100 million for a single campaign. It was Nokia's attempt to keep up with the mobile revolution, and the sweeping changes happening in the music industry. Nokia was desperately trying to catch Apple iTunes and wanted to get a jump on Spotify (before Spotify came to the U.S.) when they launched Comes With Music. The campaign illustrated the size and breadth of Nokia's free music library by creating stories with playlists using only proprietary songs. Alas, it was too little too late for the Finnish brand. But it was by far the largest media reach of any campaign I've worked on (both Asia and Europe), and I still love the writing and the color-focused complexion of this idea. Oh, well. We're supposed to fail big, right?