Advertising uses insight to understand people. Art can use insight to help people understand themselves. Advertising traditionally asks: “How can we move people toward something?” Art asks: “How can we move something within people?”

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Art in Use brings these two forces together, keeping advertising’s intelligence while reshaping its purpose: moving communication from persuasion toward collaboration, and transforming people from consumers into participants.​ The goal is no longer only to ask what products can do for us, but to explore what we can do for ourselves, for each other, and for the world we share.