Tension Ignition

The Playbook

Communications that name the tension plainly, then pick a side and stay there when it gets uncomfortable. One line carries everything, built with enough rhythm that people repeat it after hearing it once. The stance gets proved by someone doing something with a cost attached, never by anyone claiming it. It drops in already hot, no run-up. The product turns up late, once, then gets out of the way.

The Outcome

Ideas that say the thing people already feel and never hear said aloud. A position with a side, not a balance. A campaign carried by one line that would work painted on a wall with nothing underneath it. Work where someone does something real and it costs them. Some people will be annoyed by it. Nobody will be neutral.