Connecting to culture in a meaningful way should be the aim for all brands.  A recent instance showcasing this connection is BBH London’s ‘Three Little Pigs’ campaign for The Guardian http://www.youtube.com/watch?v=vDGrfhJH1P4.  A powerful example of the relevant use of culture and popular discourse. The TVC uses the age-old fairytale - which won’t date and isn’t a topic that is purely relevant in today’s world – in order to illustrate how media consumption is changing and how The Guardian is responding to these changes.  The execution engages viewers through the dramatic re-telling of the fairytale, highlighting how users are consuming information through many different channels and are actively participating in the conversation, helping to shape news items.  A worthy winner at Cannes, with strong execution based on solid strategic insight.