The Magic of Serendipity in an Age of Efficiency

In a world that celebrates efficiency - where we obsess over optimisation and view any friction as unnecessary waste - it’s easy to forget that many great outcomes happen out of the blue. 💫

One of our Senior Strategists here at Wolff Olins, Milan Kendall Shah, discusses the magic of serendipity and how brands can help people to embrace the unknown, in his recent article for Creative Brief.