Insight: Starting from square one can feel overwhelming. Foundational knowledge gives us the confidence we need to progress.

Idea: Show England’s number novices that they’re more competent at math than they give themselves credit for.

Insight: There’s very little “dirt diversity” in laundry detergent commercials. They’re mostly kids playing flag football and jumping in puddles.

Idea: Make Persil the detergent that supports all forms of filth.

Insight: Japanese workers feel pressure to leave the office late, in addition to socializing with coworkers after work. The word ‘Karoshi’ literally translates to “death by overwork”.

Idea: Encourage the Japanese workforce to leave work on time and reclaim time for leisure and loved ones.

Insight: Despite the growing trend of veganism, animal derived materials are still seen as cool in high fashion. There seems to be a double standard there.

Idea: Mock the trendiness of animal-derived high fashion by trying to make vegan fashion cruel too.