When robust brainstorming happens among teams, very often a stray comment or a phrase uttered, sparks an idea in someone else’s mind. Even everyday phrases like ‘smooth as silk’, ‘smells like fish’ can trigger visual ideas in someone’s head. And when the proposition itself is strong and lends direction, magic happens. A seemingly unseen idea comes alive. One such idea is this, for Clinic. The proposition of ‘Get the city out of your hair’ is pithy, relevant and full of creative possibilites. Marry it with great art and you have a winner. Great work from Lowe, Mumbai.