This was part of one of the latest exercises at NABA and the presentation was done quiet quickly. My statement suggested was that Vileda is simply an easy and well-known brand. So the concept was designed to be easy, direct and highly memorable. I tried to focus on understanding the brand and then come up with something. Basically, doing things right. Anyway, sometimes inverting the process the other way around drops fantastic results. At first, I thought the solution was around the brand identity itself. The brief said that we should prepare an institutional ADV campaign, capable of expressing the general value of the brand without necessarily talking about any specific product.