I have always believed in emotional search

Converse Domaination from Ross Martin on Vimeo.

I have always believed that their was a way that you could address more emotional search queries from users. As opposed to just simple functional direct searches. You can start to see this in a lot of the great google search ads and the stories that have been created around them.

Here is an awesome idea from Converse on how to use what emotional things people are searching for and how to drive them to an interesting experience which in turn drives conversation.