For a class in Advertising Creativity, I was asked to work with a group of seven to produce a brand manifesto for the notebook brand Field Notes over the course of two weeks. After multiple long brainstorming sessions, we decided that their cliche self-description of “back to your roots” etc online didn’t capture the true essence of the brand. Instead we took the route that those who buy and use and love Field Notes are, at heart, collectors of some sort–whether of physical objects, experiences, or memories. From there was born the following video, which earned the highest score in the class. Click here and use the password takeastand6.