By Becca Bolton
I can make a brand look like it gives a damn, that’s part of my job. But looking like you care and actually doing something worth caring about? Two very different briefs.
You know the campaign: beautiful photography, a line about changing the world and suspiciously little detail about how.Â
Give me a good typeface and a clever headline and I could make it convincing… that’s what makes me nervous. Marketing is very good at making everything look important.Â
Give a pilot pr
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