Data-driven creativity is no longer an oxymoron. To demonstrate, we launched Actual Reality Headsets — a real product that was nothing more than clear lenses. Marketing them as the latest in wearable anti-technology, the campaign made fun of our device addictions while encouraging people to reengage with the real world. We then mined our data assets for insights to drive humorous campaigns for various segments, and took the show on the road to conference keynotes and high-profile pitches. Results: 14 pitches closed in Q3 and Q4 of 2015.