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Your Perfect Shmear
Insight: People are really particular about how much cream cheese they like on their bagels. If you know, you know.
Big Idea: Create a product and a language so that with Philadelphia, you always get your perfect shmear.
Role: Copywriter, conceptor, professional shmearer
* Some people take exams in college.
Others spend two hours, $20, and 2GB of storage taking photos of cream cheese.
I'm lucky to be others.
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