Where does the value we want already feel unquestionable?
Borrow the proof from somewhere that owns it.
Which fictional character demonstrates the qualities our product desires to claim?
Borrow a reputation the audience already believes.
What’s the worst possible thing we could say and put on air?
Find the idea beyond polite advertising.
What’s happening right now in culture that I can satirise or play off?
Turn cultural conversation into creative opportunity.
What if we said the opposite of what the client wants to say?
Say the wrong thing to prove the point.
Creative Use of Insurance
Nine ways to show how brands can insure mishaps, rituals, promises and overlooked value to make their positioning tangible.
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