THE RULES

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THE RULES

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1 - FALL IN LOVE

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2 - DON'T WORRY BE HIPPY

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3 - Follow YOUR SILLY SIDE

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4 - fight your dragons together

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5 - REACH THE CROSS

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6 - FIND THE right key

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7 - FIND THE right key

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8 - PIck up another one

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9 - Clean the board

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10 - FIND THE DEVIL

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11 - FIND THE DEVIL

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12 - TAKE THE ARENA

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13 - NEVER STOP THE CAT

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14 - SPLIT YOURSELF

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15 - INSERT COIN

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16 - Breath with the eyes

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17 - SEE, SMELL, HEAR, TOUCH, TASTE

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18 - Catch the roadrunner

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19 - JUMP THROUGH THE STARGATE

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20 - Now make your own rules

How we live creativity here in
THE INDUSTRY

It’s a daily challenge, a pleasure, a commitment that involves sacrifice but also a great deal of satisfaction.
Every morning, alongside a freshly brewed pot of steaming coffee, we pick a card from the deck of THE-RULES and dress ourselves with the corresponding “state of mind”.
Always different, always creative and uniquely ours.

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FALL IN LOVE

Believe in your client’s brand, be enchanted and fall deeply in love with it.
Be irrational, emotional, passionate, jealous, bewitched and hexed by its every move. Passion drives you always: from brainstorming, to single idea, to creation of the campaign.
Love for ideas is eternal.

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DON'T WORRY BE HIPPY

You are positive. An optimist.
You’re certain the solution exists and it’s your job to find it and help the team discover it.
Live creativity with a smile.
You follow a method that allows to keep searching for the best solution to each brief, each new indication and information that comes through the Agency.

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Follow YOUR SILLY SIDE

Knock down barriers and trust your instincts.
Fight with magic caps and flaming swords to crumble rules, walls and habits that limit your creativity. Follow ideas wherever they lie or hide.
In order to change, one needs to know. However, at times, not knowing delivers change much much faster.

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fight your dragons together

A real team is the result of togetherness, passion, courage, support and ultimately the spirit that pervades the meeting room.
Abandon your fears, trust your colleagues and share your ideas. If one idea comes from one head, big-ideas come from the many.
Only from fighting altogether does the ideal solution arrive.

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REACH THE CROSS

Find beauty in everything you do. A treasure lies hidden in each project and your job is to find it, and bring it to light for all to see.
As a gold miner, a bounty hunter or a researcher study their goal from every angle, never stop believing and searching for your treasure.
Once found, shout it out to the world.

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FIND THE right key

Find the meaning, the right word, the insight hidden in the vast complexity of information available.
Pursue simplicity. Search for the unequivocal and unparalleled truth: awake your inner Mrs. Fletcher.

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FIND THE right key

Create your idea as a composer creates his own music! Follow the tone of voice of your campaign and keep the beat of your project! Plunge in the playlist of your ideas until the sound is just right, flawless.
Only by doing so, will you be able to climb Behance's billboard.

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PIck up another one

Always update your mind. Always.
Like a last generation software or a neurosurgeon, never stop updating every argument you love and research.
Overcome what you know, go beyond, never stop at the first information. Read, study, look, hear and think.
You’re a system continuously up-to-date. This is the only way to produce innovative ideas.

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Clean the board

The best idea is the simplest of them all.
Love simplicity.
Simplicity accompanies each thought in the process of creating an idea.
Search for the most direct and immediate way to develop innovative communication campaigns.
Questioning yourself is your karma, the eraser your tool.

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FIND THE DEVIL

As a comma changes a phrase, details change the world.
Pay attention to the bare essentials.
Value your creation by emphasizing every small detail and refine your style.
Let creativity live in symbiosis with the product.
Improve the smallest trifle: from the letter to the tone, from the shading to the spacing.
Design lies in the detail.

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Guess what's under the dress

Clients are your raw material.
Study each detail, taste every product, test all lines.
Be follower, fan, disciple, enthusiast, addict on every platform and device.
Study the brand’s DNA in order to become aware of its ingredients and secrets.

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TAKE THE ARENA

Listen to your inner self and try to be one-step ahead of everyone.
You’re the Knight of Creativity, Hero of Just-Causes and Gladiator of the Meeting Room.
Dare and put yourself to the test each day. Overcome your boundaries, fight for your ideas, gamble and play the game.
Be the Player.

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NEVER STOP THE CAT

Be curious, interested and master every detail.
Never stop in front of obstacles, study every inch of your logo and post-production.
Ask continuously, pay attention to each movement, look behind every box and proceed cunningly.
Most of all, strongly believe that curiosity is key of your native creativity.

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SPLIT YOURSELF

Believe in black and white, in positive and negative, in light and shadow providing there is always colour.
Topple, overturn, crimp every idea you have and then decline it to its exact contrary.
You need to move forward by looking backwards.

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INSERT COIN

Create and enjoy.
Experiment and play.
You’re one big console with infinite buttons and game modes.
Play with precise methods and tactics.
Yours is an adventure full of action, players and objectives.
Be Tetris and Dragon’s Lair, Monopoly and Rubik’s Cube, Halo 5 and FIFA 14 all in one and at the same time.
The recreation bell, for you, never tolls.

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Breath with the eyes

Narrate new stories, become soldier, magician, ballerina, pilot and pirate.
Shape and transform your truth in extraordinary ideas.
Seize inspiration everywhere, nourish it, explode it and achieve the solution.
Simple, pure, ingenious, immediate inspiration. Your eyes are the best inspiration.
Use them.

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SEE, SMELL, HEAR, TOUCH, TASTE

Become a compulsive observer!
Grasp the reality that surrounds you, touch it, smell it, listen to it like a dog hound.
By doing so, you’ll be able to express it.
Be maniacal in describing it: details make a difference, remember? Use all of your senses because your projects are real and referred to real people.

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Catch the roadrunner

Examine, test, experiment, analyze and verify your ideas! The best ones are always born from great effort.
Never stop at the first attempt nor the second.
Follow the promise, repeat it as a prayer and then test it over it.
Establish and assess your ideas as solid as stone, then let them roll on the roadrunner!

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JUMP THROUGH THE STARGATE

Overcome impassable boundaries. Never stop.
Fly higher and higher like an eagle.
Unhinge the gates of the sky and go beyond. Free your mind, shake down anxiety, jump up and down, laugh noisily, breathe in (hold) and breathe out.
Now start.

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Now make your own rules

Knowing the system allows you to modify it.
One needs to know the rules in order to face and shape them. Always be on the lookout for innovative ideas, use existing rules to develop excellent communication campaigns. No need to invent just be able to transform what exists into something unique. Reinvent the past, to speak to the future.

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