Triumph of the metaphors!Creativity no longer has a human face (pun highly intended!) and we are no longer stimulated by semantics. Admakers have got their research right if they flirt with the figurative. Leather equals buffalo (shoes were made of cow hides, right?) and Saphir equals youth. Or, freshness, rather! We would like to believe the same since the creative is anything but outdated. Saphir keeps leather young and feeds our creative senses.

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