Insight = People hate Monday mornings. Keep the storyline going. We open up on a...

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Slow push into creative director, sitting on the toilet, staring at his phone. A tear wells up in the corner of his eye. Smash cut to black. A single gun shot rings out. As the echo subsides, we fade in the packshot and tagline. Häagen-Dazs: Because Monday

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Crowded conference room. 8:05 am. Awaiting arrival of Creative Director who is never on time.

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Smash to: Bathroom Stall, where Creative Director is repeatedly refreshing his Fishbowl App, baffled at the rather tepid response to his "Insight =" post.

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Flashback to last Monday's meeting. CD arrives late and the inevitable "How was your Weekend?" ensues. Ass kissers go first, working around the table with lesser degrees of enthusiasm until the junior CW with the shitty attitude. He knows he will not get the coolest brief but first has to endure the CDs humble brag about her awesome week in the Hamptons. Fade out to ...

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A man in a suit standing at the ledge of a skyscraper. His loosened tie hangs askew at his neck. He has an ink stain on the chest pocket of his wrinkled white shirt...

Hard cut to a lumber jack in the wilderness, his forehead beater with sweat, a small but noticeable wound on his arm and a disheartened look on his face as he looks on at a half cut log that doesn't seem to give ...

Are we not going to address how shitty this brief was? Insight with no objective, no specifics on what we're selling, etc. Also this feels like a CD is stuck on a project and is crowdsourcing his/her work, no?

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