4. “Nothing is so powerful as an
insight into human nature . . . what
compulsions drive a man, what
instincts dominate his action . . . if
you know these things about a
man you can touch him at the
core of his being.”
11. Insight: a penetrating observation about
consumer behavior that can unlock growth.
Insight: an astonishing disclosure about real
people, the brands they use or the world they
live in that compels a change in their behavior.
Richard Huntington, Saatchi & Saatchi
33. Budweiser – Whassup?
Burger King – Subservient Chicken
Guinness – noitulovE
Honda – Cog
Ikea - Lamp
Nike – Tag
Orange – Film Board
Sony – Balls
CANNES GRAND PRIX WINNERS
NOT BASED ON INSIGHTS
Courtesy of Simon Law, Fabric Worldwide