What do we do and who we are? An archetype study goes beyond the consumer conscious level, and displays for us the evidence: it is not what the consumer says that he does, it is what the consumer actually does…”. Thanks to this type of study, the consumers can no longer idealize, embellish his answer; he can no longer “hide’: we are digging too deep into his unconscious. The answer is often first-time admission, unknown to him and discovery to us. Those answers open wide tracks for powerful pieces of creativity, the ones rarely attained through traditional approaches- and often copied by others within our industry. See what people say about the compilation of work presented here.