You might have heard that all work and no play makes you dull. This holds true in advertising. Play is sometimes important for creativity. Being in a creative business like advertising means being experimental and being experimental also means questioning the status quo. Agencies take up personal projects because they’re an important way of learning. Like Jessica Walsh’ 40 Days of Dating. They’re like a “mini university” that teach skills which could be applied for more commercial projects. They could roll out into something that could become commercially viable or just something that could be attention grabbing.