Page 02 · 02 — Credibility Was Not Enough
Page 03 · 03 — Consumers Complete the Story
Page 04 · 04 — The Internet Had Already Written the Brief
Page 05 · 05 — The Contradiction Made the Truth Visible
Page 06 · 06 — The Super Bowl Was the Reveal, Not the Whole Idea
Page 07 · 07 — Participation Was Designed as the Media Plan
Page 08 · 08 — Attention Compounded Before the Media Buy Peaked
Page 09 · 09 — Entertainment Did Not Replace Trust
Page 10 · 10 — Cultural Attention Reached the Checkout
Page 11 · 11 — Separate Campaign Proof from Business Momentum
