Charlie nails it today in his assessment of Benneton's UNHATE intervention.
'Pretty much every government and right wing paper absolutely hate this advertising.
They pretend they seek peace and reconciliation but it's alien to their psychology and so they hate us humans for laughing and having strong feelings about peace and love.
Beware those who don't hug, laugh or love art and even sometimes cry.'
Plays to the same criteria we've mentioned here before...
Know which side of the bed you are lying on.
Decide what you are FOR and AGAINST.
Stand for something your customers care about.
Something that matters.
Find out who's IN and who's OUT.
Have a philosophy first, strategy second.
Have a mission not simply a proposition.
Pick a fight.
And we're always up for a bit of détournement, round here.
'Boredom is always counter-revolutionary'.