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What we believe

Open it up and light

the match.

It’s completely natural to want to keep your fingers off the stove. But for a brand, being too safe can be dangerous business. To make an impression, you must be willing to start a fire and do something BOLD.

Don’t put too much

fuel on the fire.

If a brand strategy or campaign message is difficult to understand, it’s probably overcooked. Good brand campaigns are built on a simple and precise concept.

Not all great ideas need

to be slow-cooked.

Building the perfect fire often takes a lot of time and effort. But not always. Sometimes the best ideas are the first to ignite.

Don’t be afraid to get


Become one with the flame. Don’t back away when the flames rise. When the fire is hot, get even closer and find ways to make it bigger. There’s fuel all around us.