These are not spots. Sure, they're beautifully composed commericals directed by Errol Morris but there was more to see. In 2004 I had the great fortune of being involved in this ideation at Wieden + Kennedy. The spots were full of subtext and clues to lead curious viewers into a labyrinth of transmedia. As the community delved into the story, the trail of clues led to the unearthing of a treasure hidden in the Dakotas. It was a wild journey that saw clues planted everywhere from Amazon to Craigslist as multiple narratives unfolded through different media. In hindsight, I can't help but wonder how this would have been different in the age of social media. It was revolutionalry for its time, and in my opionion it still holds up.