This is a paper about how the relentless pursuit of creative storytelling and rich emotional engagement can entice an audience back to one of the world's most beloved brands.
About how stories of goodness and communion can win out in a world fraught with difficulty and tension.
About acceptance in an increasingly intolerant era, and the beauty and power of friendship to get us through life's travails.
About a humble, everyday product making a real difference in people's lives.
[eats a Snickers]
Sorry, don't know what we were on about there.
This is actually the story of 10 years of making people laugh and sorting out "hunger".
Good, old-fashioned brand planning and big ideas.
No fakes, no fuss, no pretence.
Hopefully it'll make you laugh too.