Why should you give a sh!t?
Most brands, most strategies and most advertising is good enough. Technology and talent have raised the floor to the extent that truly bad examples are becoming rare. But it's also lowered the ceiling. Our media is full of a bloated middle ground of safe, generally effective and increasingly homogenous brands.
This paper shows how creative strategy helped a young brand break through 'good enough' by encouraging it to take risks. To be gutsy with its business model, gutsy with its branding and gutsy with its communications. And how it was only this...