CONCEPT OF UN(THINK)
Positively received – clearly has the basis and opportunity to engage or ‘activate’ like-minded consumers to buy into a common goal, lifestyle choice or community. Caution is needed when any call to action strays into confrontational or leads to perceived political associations
Visual Direction
A tension exists across all themes between communication of ‘natural’ cues and providing Scientific ‘evidence’
- ALL CONCEPTS ARE PERCEIVED AS HIGH QUALITY