Getting To Great Ideas

This note is written in the spirit of inspiring the very best ideas from all members of our community. Let it also serve as your reassurance that as long as you meet the demands of the brief, you should feel every inch of the creative freedom necessary to delivering your best work. Our business model may be different, but our creative standards and aspirations are the same as those of the best agencies in the world.

Here are some key principles we hold dear:

BE A FAST STARTER

Don’t wait until the last minute to get busy. Give yourself enough time to think through the brief. Let your ideas simmer, bounce them off someone you trust, refine as necessary.

BE ORIGINAL

Don’t be afraid to be bold, enchanting, unforgettable, unignorable, even audacious. The most breakthrough work usually is.

BE FEARLESS

Go beyond the obvious. Write to us if something in the brief is bugging you. Ask uncomfortable questions. Challenge assumptions. Don’t be afraid to piss off a few people.

BE STRATEGICALLY INTELLIGENT

Make sure your big idea is insightful, relevant and smart. Make sure it gets to the heart of the brief.

BE SIMPLE

Is your execution clear, uncomplicated, single-minded? Could you explain your idea in one sentence?

BE CULTURE SAVVY

Is your idea share-worthy, newsworthy? It’s a good sign if you’re onto something you think will get people talking and/or capture the attention of the mainstream media.

Some examples of great ideas we saw win big at Cannes this year:

Ikea – Second Best (concept board / case video)

British Airways – A British Original (concept board / case video)

Renault – Plug Inn (concept board / case video)

Partners Life – The Last Performance (concept board / case video)

Stella Artois – The Artois Probability (concept board / case video)

Skinny – Phone It In (concept board / case video)

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AMPLIFY YOUR WORK WITH A COMPELLING PRESENTATION

Presentation craft can elevate your entry and help you create the most impactful version of your idea. Always try to find the strongest articulation and visual representation possible to take your creative concept to the next level, and make it shine.

A few examples of good presentations we’ve received:

Advertising

Chunky Soup – Fuel the Souper You

United Brain Association – Sparks of Hope

Coveo AI – The Coveo Difference

Mackenzie Investments – The Money Tree

Dole Live Right – Snack Right

Maltesers – Scale

Innovation

JP Wiser – Whiskey Seltzers

Hershey’s – Halfsies

New CBD Water Brand – Manatee