For brands and services looking to connect with people there’s a lot to be said for creating - quite literally - character. It’s only human to see and to want to see the world through the eyes of another, and never least of all so when that world is new or different or strange to us in the moment. Like children, we seek assurances and guardianship in unfamiliar situations. And as adults we continue that quest, but as less of a need and more of a fundamental enjoyment of story