Conde Nast + Publicis + Google
It marked the beginning of a new type of brand communication.
One where celebrities were actually involved in an idea rather than simply cast for their talent.
At Cannes last week we saw several high profile people on stage who normally would not have been sighted at an advertising event.
I'm talking about Jared Leto, Kanye West, Sarah Jessica Parker, Bono etc etc.
If you don't already believe that this is a whole new way for brands to communicate then you really need to wake up.
This week a new liason was announced between Conde Nast, Publicis and Google.
They've gotten together to form La Maison - a new marketing service focussed on branded content for upmarket and luxury brands.
If you're a young writer or art director sitting in the creative department reading this I urge you to take it very seriously.
There's far more to the advertising business than advertising. And La Maison and the Droga5 deal are just the beginning.