TWO:As we returned past a villagea hamlet of houses gathering round a well surmounted by a kiosk shading a gaudy idol crowned with red[Pg 176] pinksa perfectly naked fakir, his straight black hair bound twice round his head like a turban, stood basking in the sun, leaning against a wall, and chanting in a rapid monotone, while two babies, under the shade of a fan-palm leaf, stared up at him and sucked their thumbs.In the middle of a garden, full of clumps of flowering shrubs standing on green lawns, is the Nadjiff Ackraff, a vast rotunda crowned with gilt[Pg 188] cupolas and spires, and all round the building is an arcade built in a square and studded with iron pins on which thousands of wax lights are stuck on the evenings of high festivals.
Armed with insight, we embark on designing the right brand experience that engages the audience. It encompasses both the strategic direction and creative execution that solves a business problem and brings the brand to life.
In the create phase, the big idea is unleashed to the world through different media touchpoints. This is when we watch the audience fall in love all over again with our client’s brand.
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