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“Everyone experiences far more than he understands.

Yet it is experience, rather than understanding, that influences

behaviour.”

- Marshall McLuhan

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2 lives2 lives

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CONTEXTCONTEXT

FEARFEAR

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bonfires

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cultureculture

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INNOVATEINNOVATE

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archetypesarchetypes

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relevancyrelevancy

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how we think

THE EXPERIENCE IS THE MESSAGE + THE CONSUMER IS

THE MEDIUM

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EXPERIENCERECRUITMENT AMPLIFICATION