"Innovation that has no meaning or relevance is merely showing off".

Creative director for Levi's "Ready to work" campaign Tyler Whisnand talks to Cream about his belief that innovation for the power of good is the key to a sustainable future. According to Tyler, good brands are like good citizens, using innovation to improve the community and the world in which we live.

Tyler also tells us how to foster a culture of innovation within a creative team, and the work that has inspired him. Good stuff.