When we receive a briefing for a new campaign, we try to think in two different ways: on the one hand, what our client has in mind, taking his vision and trying to get as close to it as possible; but on the other hand, we try to look for the most ridiculous, extravagant, original, different, and a few more adjectives that can define a crazy and usually useless idea! When we have these two ways of approaching the brief, we try to look for something in between.