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Why limit yourself to your internal pool of designers when you can hire an agency? But why would you limit yourself to an agency, when you have thousands of designers with explosive ideas, right? And, oh , they will give you their ideas for free hoping to expand their portfolio and win a substantial prize.
Moreover, given the needed exposure the campaign will raise overall brand awareness and will give people a sense of ownership in the brand as well as hype their curiosity.
I think it’s brilliant and as a cinephille and popcorn addict I will be watching the result closely.
If you are young designer, why not give it a go, you never know what will happen!