Launched in Cannes exactly a year since the original white paper, Ritualized the Documentary seeks to dive deeper into human behaviour via the power of Rituals.

Over the course of several months, consumers across the UK, US, India and China allowed us to enter their world and observe their hugely personal rituals - the things they do that animate their lives and make them the best versions of themselves.

The result is a glimpse into the messiness, rawness and realness of the human experience. There's a deeper insight to these moments that can breed effective marketing for brands - at MSQ, it's been our mission to understand how.