July 2020

Where the lemons bloom.

Covid-19 might have robbed us of a Cannes event this year, but some of the industry’s brightest and best still contributed their latest in video form.

One of them was System1's Orlando Wood, and it’s safe to say you’ve never seen an effectiveness video like this one before.

May 2020

Creative effectiveness in a crisis

The author of the IPA's best-selling book, Lemon, Orlando Wood joins Jon Evans for this episode of the Uncensored CMO.

Orlando has a particularly unique perspective of how we can produce right-brained ads in this time of uncertainty. With his approach backed up by his findings in Lemon, we find out exactly how, as brands, we should be advertising.

April 2020

Post COVID-19:

Life and human connection

We’ve hit a worrying and strange moment in the UK Coronavirus crisis, where talk of “green shoots” and lowered infection rates one day is answered by soaring death rates the next.

October 2020

A slice of Lemon

A summary of Lemon. by Orlando Wood,

This white paper mixes some of the charts of the book "Lemon." by Orlando Wood with a written summary for a digest of the key points.

October 2019

Addressing the crisis in creativity.

Orlando Wood introduces his new book, Lemon

Lemon: How the Advertising Brain Turned Sour — a unique mix of neuroscience, cultural history and advertising research

June 2017

Sorry, startups:

Consumers don't get your innovation.

Like most Italians in the early 20th century, Alfonso Bialetti knew that the only way to get a good espresso was to get it from a café.