Round 6 of 8: February

Judge: Azsa West

CREATIVE DIRECTOR ON NIKE, WIEDEN+KENNEDY SHANGHAI

"First off, I want to say thank you.

Thank you for trying. Thank you for caring.

Thank you for allowing me to be a part of your process. Thank you for putting your selves out there.

Smog is a beast of an issue. It's not an easy one to tackle, and fixing it is going to demand everything we've got.

There are no right or wrong answers to this brief. All of these ideas are rooted in good-and most of them resonated.

When something resonates it can mean a couple of things. It can mean that it sticks with you. it sticks with you and it transforms your thinking. Another way in is that it sticks with you- but it sticks with you so much, it pushes you to take action and do something.

When it comes to taking on something like this, I think action is necessary. For those who know me, they know me as a person of few words. I prefer action. And in this case- I rewarded those who concepted around taking action to decrease the smog. I gravitated towards ideas that contributed towards making the world a better place, And passed on ideas that felt like a gimmick or chose to just talk about the issue instead of reversing it.

Because smog levels in China have risen to an alarmingly scary rate- it is imperative we stop talking about it and do something.

So thank you -for making me want to do that, to those that did. And thank you to everyone else for trying. Keep going."

- Azsa