When I tell my friends (the ones who have nothing to do with advertising) that I’m going to spend my next ten weeks of life in a bunker, they ask me three different kinds of questions:
First one: “Oh! Is a war breaking out? Any natural catastrophe coming? Is the world going to end and you have been chosen to preserve the human race?”
Second one: “Is the government carrying out an experiment and you are one of the guinea pigs?”
Third one: “Is it about a shock therapy to overcome your claustrophobia?”
I always laugh and answer: “Yes!” …
The world as I know it today is going to end.
My creativity is going to be tested.
(And I’m sure this is the only way to get over my claustrophobia…)
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