As the Nobel-prize winning chemist Albert-Szent-Gyorgi put it: "Discovery consists in looking at the same thing as everyone else and thinking something different."
Well, the people at Leo Burnett Italia (Milan) did this for their client Aqualtis. They looked at "dirty clothing" and thought "exotic underwater scene" to create the above ad, "Underwater World." This ad was just announced by Clio as the Grand Prize winner in the "Television/Cinema" category.
via Roger von Oech at Creative Think.
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