Sometimes you don’t need wacky-insssaaannneee ideas, you just need to have a heart & empathize aka. really-really-really understand your end user as if you were him/her. As much as we harp about consumer insights blah.blah.blah, true beauty sometimes just lies in simplicity. 

DDB in India did something extraordinary for an NGO called Aarambh – they used card-boards to create a bag that could be used as a desk as vice verse. You have to see it to believe it:

 Brilliant isn’t it? Even Steve Jobs would be proud.