Got a brief to come up with a 30" radio spot. Basically it's for a mall, and their tag-line is 'Be You.' The mall wants to communicate that they're a part of the community and embrace the individuality of their patrons.

I'm a bit stuck on the brainstorm process, so if anyone can just mention a few analogies or situations that'll help bring the 'Be You' concept across.

All I need is a few key words to get the brainstorm process going, the rest I'll do myself.

Thanks in advance!

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