This image shows an example of what the Brand PINATA looks like for a specific brand. It also zooms in on the insight, illustrating how it underpins and inspires the development of the brand's communications.

The Brand Idea stems from the insight, but is a specific way of expressing it involving the brand, and reflected in all brand communications.

A campaign idea is one of the ways the creatives have come up with to bring the brand idea to life in a compelling way.

Executions are ways of executing the campaign idea, destined to become ads in specific channels/countries.