When pixar hires new people they want to know what they have done that was excellent (article). It can be in any area, the point is that the person knows what excellence feels like and will recognize it when it happens and knows how they can get there again.
I think I have had a few moments of excellence. The projects I’m most proud of are probably the Mango Languages campaign and the new reading platform for teenagers at Boktipset.se (see homepage for work). In these projects we came up with simple ideas that was backed up by solid strategies. What both strategies have in common are that they made use of existing behaviors and trends and had attractive and relevant incentives.