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In essence, the ADwards 2012 motto "No Fail, No Win" is not only a motto for excellence; it's a motto for life itself. Behind every outstanding achievement are hundreds of failures, scars and bruises. Even though today's competitive society considers failure to be something bad and oftentimes - unforgivable; it's failures that lead us down the path to excellence and ultimately generate competitiveness itself. Accordingly, the TVC scripts are based on the idea of the creative struggle. The pencil symbolises the idea, while the rubber equates to everything that usually kills ideas (doubts, criticism, the unsuitability of an idea for the task at hand, clients, etc.). This creative struggle occurs within the creative mind and is equally true of the relations between agencies and their clients.