Just watched Paul Kemp-Robertson of Contageous magazine and Olivier Altmann - CCO, Publicis Worldwide, give an interesting presentation on cool work out there.

I remember reading about MasOportindades.com awhile back, thanks to PSFK. Paul reminded me of this case today. It's a true thinking like a challenger brand case - thanks Adam.

Check out the video.

Paul also made an interesting comment on how brands are the funders of ideas. There are plenty of great ideas out there wanting to find a brand that will finance them and make them real.

I love this thought of stepping outside the confines of our own walls and releasing ideas trapped in other places but I also agree with Olivier's warning that ideas have to pay back to the equity of the brand or it's just an idea backed by a brand with no end benefit.