Hector’s Deli shows what happens when posting replaces eating
The tactics behind ‘Socials’ and the questions that could have got you there
The Forbidden Pharmacy locks away lifesaving medicines to show patients what they cannot have
The tactics behind Forbidden Pharmacy and the questions that could have got you there.
How could people use the product completely wrong?
Use misuse to reveal something unexpectedly true.
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.
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