Creativity means not only to develop the best disruptive ideas, it means above all to hold an intimate relationship with your audience that leads to action and mutual benefits. This approach relies on understanding the human nature behavior: Brands are like persons and they belong to different Communities. Every campaign should keep a strategy and deliver the most valuable and significant experience to get immediately the attention of your audience in each plataform: on-line and off-line. Win consumers to say not only WOM (word of mouth), but above all WOW (word of world).
Designing an extraordinary campaign requires extraordinary abilities to connect with your people from a different business approach. We need to break the rules to create new ones.