Elspeth Lynn and Lorraine Tao, partners/co-CDs, Zig, Toronto

Elspeth Lynn and Lorraine Tao have been called creatives with ‘post-feminist sensibilities.’ It’s no wonder when you consider their category-breaking Lions Grand Prix runner up win for Vim called ‘Prison Visitor’ in 2004, which showed a woman ‘imprisoned’ by cleaning. Years previous, their ads for Special K helped revolutionize how marketers reach out to women by actually encouraging women to feel good about their bodies, and before that, they were garnering raves for ‘Stuck,’ their panty-parade campaign for Fruit of the Loom, which broke the mould by choosing to advertise women’s underwear – to women.

In 1997, while still at Leo Burnett, Maclean’s magazine included the tag-team on its ‘100 Canadians to Watch list.’ A couple of years later they would form their own agency, Toronto-based Zig, with Andy Macaulay, with clients that include Ikea, Molson and Unilever. Earlier this year the agency snagged Virgin Mobile as well.