In 2015 Letgo, a "craigslist" style mobile app, needed a brand strategy and creative concept to pitch to VC investors. I was part of the original pitch, we were given a week to research and help shape the future of this brand.
The average household has $3k of unused items sitting in their garage, we asked why are people hanging onto this junk? This question drove the core of Letgo.
People are irrationally attached to items they don't need anymore, lets point out how ridiculous that attachment can be.