There's a peculiar thing that happens in creative agencies every year around the end of March. Someone slides into a Slack channel and types 'what if we just...' and then pitches something completely unhinged. For one glorious day, the answer is: 'yeah, go on then'.
April Fools' Day is the one occasion when brands are officially permitted to be weird, honest, self-aware and funny all at once, and the results are frequently better than anything that's survived 12 rounds of client feedback. This year's crop was particularly strong. Here are the ones most worthy of your attention.
