More than ever, it’s a jungle out there.

A riotous profusion of brands assaults the senses at every turn. Estimates vary widely, but most put the number of commercial messages we are exposed to on an average day at over 3000. And with new media springing up at an increasing rate, there is no doubt that never before has the human nervous system been subjected to such intense levels of information overload.

As a protective mechanism, our jaded 21st century minds filter messages more and more ruthlessly, ignoring the obvious, the clichéd, the unrewarding.

Hence the need for the machete of creativity.