The premise was that each person has his or her own “bucket list” of things that they want to accomplish before dying. In coming up with the message, I racked my brain, making my own bucket list just to see which items moved me creatively. Beyond that, part of the brainstorming was to find archetypes of bucket list events. The one that we kept coming back to was "Running of the Bulls" in Pamplona, Spain. It seems like one of those things people wax poetic about doing before they die. I chose it as one of the central visual messages of the campaign.