Crafting a brand strategy for this client’s hand-forged fire kettles sent us back to school — Anthro 101 to be exact. Fun fact: that crackling orange thing we now see as a quaint mood-setter is actually the starting gun to the entire human race. Without fire, our predecessors wouldn’t have evolved past Homo erectus or developed an affinity for deep, personal relationships. Turns out, that Zen, hypnotic feeling you always get near a flame isn’t coincidence. It’s millennia of biological hardwiring. Is there a better positioning insight for a brand that spares no expense in creating the purest, most fulfilling fireside experience possible? Our strategists couldn’t see it. They also couldn’t stop drooling. Because in a world gone virtual, a benefit this primal becomes the antidote to the isolation of all our modern, synthetic experiences.