Creative directing my cancer

The cancer unboxing experience is not good.  There are no instructions, it’s not fun to play with, and there’s absolutely no way to put it back in the box.   But, I’ve been a creative director for a long time and usually, when dealing with a product that everybody hates, I’ve found that the problem is often not the product itself, but the way we tell its story. As a marketer, it’s my job to find the product’s hidden benefits and craft a campaign that communicates them in an...