Big campaign ideas
Believe it or not agencies come to us most often with this need. They’re in a pitch, they’ve got a brief, and they want us to explore it, dive into it, pull it in all sorts of directions, and come back with 10+ big campaign ideas.
The ideas will include a title, a key visual, a description of the campaign idea, and business rationale as to why we think it’s great. We don’t get all precious and present only three and try and shove one down our client’s throat. We present at least 10 different ideas and then sit back and watch the agency team discuss the merits of each.
Typically, there are 3-4 that the the agency team loves enough to continue development (write scripts, add art direction, and otherwise get it ready for client presentation to THEIR clients).
Timing: one week (or less) for one round of ideas. Double that for two rounds.
Resources:
Ukraine Campaign: If An Idea Could Start World War 3, An Idea Could Precent It (see entire Ideasicle X process in action)