Parody as Dumb Logic
The best argument against a broken system is obeying it with comical precision.
Dumb Thinking
Dumb Thinking helps you use deliberately naive, excessive or illogical ideas to expose a smarter truth. By taking assumptions too literally, pushing logic too far, or choosing the obviously wrong option, it breaks rigid category thinking and makes the real insight easier to see.
Be Brutally Honest
Sometimes the scariest thing for a client is to admit the truth. Use it.
Reverse the Norm
The most powerful position in any category is usually the one nobody's standing in.
The Worst Combination
The best brief is sometimes the one that makes everyone in the room recoil.
Embrace Bad Behaviour
The brand that gives you permission is always more interesting than the one that tells you to stop.
Dumbest Place to Put It
The brief isn't where you put your ad. It's where you put your idea.
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