For many creatives, the campaign supersedes the consumer. This is counterintuitive. Forget sexy. Forget techy. How about a campaign that works? And by works, we mean a campaign that causes people to take an action. An action that meets a client objective. We need to initiate a moment of attention. We then need to penetrate beyond that moment – planting a mental seed. And finally, that seed should flourish, activating a change in behaviour