I am giving a speach at Berghs Design School about ideas and how to define them. Obviously you can't cover that theme in one lesson, but my angle this time is that the greatest of ideas are built upon some sort of an insight. A human need, behaviour or aspiration that will provide proper relevance in the end. One of my favourite campaigns of all times are the Love it or Hate it campaign for Marmite. A clever insight, a bold client to run it and endless of superb executions.
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