“A piece of data on it’s own, the data on it’s own, is going to do very little. I guess I look at it as a starting point, and once you have that, you can backup your idea, but it can never be the idea, the potential for data in a word: human”
Kevin Brady, Executive creative director, Droga5
Kevin Brady resumes pretty well my point of view about data. It can be the starting point, it can be the back-up, it can be the main asset of your campaign, but it can’t be the idea. The numbers you gonna found need to tell a story that you need to bring out. This is how I use data daily, a powerful tool among others to tell better stories or create better experiences.
If you want to know more about the campaign, check the project page on Droga5 website