Advertising creative always pursues one goal and solves a specific problem. We create stories to solve problems. Sometimes a big idea can be hidden in a simple, small and obvious truth. The main thing her first to discover. It doesn't matter what the campaign is like, how it looks or sounds, it matters what impact it has on people. And how can someone tell someone about it - and even better if they tell in their own words. Nobody watches commercials. People only watch what they are interested in. And only sometimes - it's advertising.
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