Eight creative ways for turning product claims into compelling, difficult-to-dismiss proof.

Four ways to turn currency into protest, representation, visual evidence or a key that unlocks new experiences.

Eight creative ways for turning proximity, journeys, digital behaviour and cultural moments into physical visits

Seven ways to turn creator authority, content and cultural identity into practical conversion mechanisms.

Six ways to turn followers, customers and local merchants into storefronts, media owners and routes to market.

Fourteen ways to turn the placement, delivery and physical format of a sample into a persuasive creative idea.

Ten ways to turn product trial into a persuasive test, reward, mystery, diagnosis or demonstration.

Six ways to show how behaviour can become a genuinely spendable brand asset.

Most brands want to be part of culture. Unfortunately, that often means dropping the product into whatever people are currently discussing and hoping some of the attention rubs off. But mentioning a cultural moment does not make an idea culturally relevant. A more useful question is: What’s happening right