 We saw many countries put forth entries in that space. Another big trend was gender equality. Men and women, fascinating, fascinating stuff. Another area that had a ton of entries this year was climate change. And the reason why I'm saying this year is because I'm a student of Canada, and I know many of you are, and I look to see what wins every year. There definitely was a lot more of climate change. And then in the United States, there were quite a few entries on control, which I hadn't seen in years gone by, but I think this is sort of the reflection of the times. And then the final trend was family, just about preserving and making sure that family remains an important part of everyday life in our own country, our own world. Differentiating themselves are leading with couple key factors in one of those being creative, right? And essentially, we become a commodifying industry if we aren't able to differentiate ourselves. Big ideas executed well, translated across the wide range of ages. We're gonna do live test demos. Was that new? Not at all, right? We've been seeing live stuff on TV for many years. I think about like, in the 70s and 80s, you watch people tune in for an hour to watch them jump over a bunch of trucks and crush themselves. Then in the 90s, we watched David Blaine, right? Freeze himself in a block of ice, stand on a pillar, hold his breath, and you're like, we're all watching for an hour just waiting to see if he frees himself against brush or something like that. So I mean, I don't think this is a new tactic, but what's so compelling to me is, again, it gets back to execution too, right? We sort of talked about it a little bit, and I think that's a critical differentiating factor. Not only did you have a great idea that was entertaining and smart and on brand and actually spoke to the product attributes, but it was executed in such a compelling way. And I think that's a big place for PR agencies and actually creative agencies to continue pushing the boundaries. Executions are meaningful in terms of the translation of these ideas. We got into this discussion about our creative, and we had John Beskell, if you guys know he's the creative mastermind by A Dumb Ways to Die, which is the most decorated campaign that one can let us do. I'm really getting into the discussion about the millennials. It's not our creative, I mean, it's not their creative, it's our creative. Millennials want to be involved in their creativity behind campaigns, and that's really fascinating. Our research really showed that too, as they want to be brought into the process. So this idea of co-creation and collaborative social innovation is really coming out of the creative minds, and I think that's a fantastic story. We sort of moved on from the idea that millennials are a separate generation and start to think more about it in 2015 than taking over the mantle of the greatest person in power in a generation from baby boomers, right? This is your general market, right? So get it right now, or you're wrong for the next 40 years. You know from our perspective, like music is the original social network. So music's always been a huge part of how people associated with brands, and we often see spikes in music related to TV. So for example, I don't know if we're know by the bowl of my demos on the work, but so the any attract that is running throughout the job, but at least. Actually, it's a 15-year-old song that went and jumped in with the 100, following that closely a lot of that network hit. So we've always seen associations between good music and great work. One that stood out to be the beginning content at the speed of culture talked about the agency-client relationship, and I thought that was what was interesting because they talked about the speed in which they had to react, right? And there was another part about saying, sort of get rid of breeze, that breeze weren't important, and of course, I think that makes a lot of a shutter to the thought of that. But what they were really saying is that you're so ingrained and that your connection with your clients becomes so fluid that you no longer need new breeze all the time, that you're actually able to create and develop work based on mutual trust, mutual understanding, and a process that's put in place to help accelerate that. I think that's a pretty interesting shift in terms of what agencies and clients can do together. So I thought it was really exciting.