1. An organizing idea:
Answers a business and communication challenge.
Simplifies the complex.
Drives creativity in any channel.
Organizes.
Here are a few of our faves.

2. Apple had done a great job at developing a passionate
niche following. But they were in danger of being swamped
by the PC juggernaut.
Apple’s attempt at a tech-based rivalry turned away many
more new customers than it attracted. This lack of relevance
was most obvious in their Apple Stores – plenty of foot
traffic, but low conversion.
Apple was desperate, and the Holidays were approaching.
We reframed the debate by focusing on common interests.
And told the story in their most mission-critical environment.

3. Enough with the Mac versus PC.
Instead, let’s welcome everyone.
Let’s talk a about what our technology does,
not what logo it has on front of it.
No matter who you are, there’s someone on your Christmas list
who could use our stuff to get more out of life.

9. Hyundai needed to bring energy to their brand.
They were perceived as a solid but bland choice,
even by their own customers.
We identified something very interesting about those
customers - that they researched their purchases more
than any other car buyer.
Hyundais were not compromises after all! They were the
result of people really thinking hard and seeing clearly.

10. truth junkies
do not trust media or advertising.
they trust themselves.
they cut through the bullshit to find
the truth.
they see the world more clearly.
they defog.

19. The New York Stock Exchange, one of the most valuable
brand names in the world, had completed its merger with
the largest exchange in Europe. It could finally offer its
investors and listing companies a true global marketplace.
The New York Stock Exchange was no longer all about New
York, nor was it strictly only a stock exchange.
Amidst the financial turmoil of October 2008, we were
asked to create an organizing idea that referenced NYSE’s
heritage, but that also placed it at the front of the global,
interconnected economy.

20. A sneeze anywhere causes a cold everywhere.
A revolutionary idea is spread and built upon
instantly, massively.
A superpower wanes, and a handful of international
trade agreements step in to take its place.
The world isn’t just changing. It’s exchanging.
Ideas, opportunities, capital, culture.
NYSE Global. For an exchanging world.

25. The Gill Foundation wanted to convince people that being
gay was not a matter of choice.
We suggested they would have more success if they
engaged the vast middle of the population, the ones who
did not have an entrenched position, the ones who had up
‘til now avoided the debate.
Our organizing idea was to create a non-confrontational
metaphor - a puppy that was born different.

27. Poor little Norman.
He didn’t choose to be different from the other dogs.
He was just born that way.
Visit him at borndifferent.org

28. Norman walks into frame from left, stops and moos,
then walks on a few more paces, moos again, and so on until he leaves frame on the right.
The copy trails on behind him.
Moo

31. I love Norman for who he is.

33. Hire volunteers to
walk around town
cradling a Norman
in their arms.
The volunteer hands
out factual leaflets
detailing the argument
for ‘born different’.