protagonist at dis: rethinking the big idea

BIG IDEA

I EVOLVE JUST LOOKING AT YOU.

HEY, GIRL. YOU’RE SO SELF-SUFFICIENT,

THE POWER OF A MEME

A MEME ISN’T ALWAYS A BIG IDEA.

BUT A BIG IDEA IS ALWAYS A MEME.

ANATOMY OF A BIG IDEA

OUR BRAINS ARE WIRED FOR STORYTELLING

TODD SAWICKICHIEF REVENUE OFFICER CHEEZBURGER NETWORK (ICHC)

“Achieving meme status is the ultimate qualitative measure of a brand’s marketing efforts. If your marketing becomes a meme, you have real reach and a unique cultural relevance that you can’t buy.”

HOW DO YOU KNOW IF AN IDEA IS BIG

A big idea is something that moves the prevailing culture forward. It’s deeply embedded in the culture, and it replicates.

Big ideas transform positively the way consumers engage with and perceive a brand.

Big ideas have an imprinting power. They keep the brand alive in the consumer’s mind even when the campaign is no longer present.

“You wanna know what comes between me and my Calvin’s?”

“Nothing.”

Let us prove to the world that good taste, good art, good writing can be good selling.

SEPTEMBER 2, 1986

A BLACK DAY FOR ADVERTISING AND BIG IDEAS

HOLDING COMPANIES SURVIVE BY FAVORING COST CONTAINMENT AND AUTOMATION OVER RISK-TAKING AND CREATIVITY

THE COMPETITION WILL ALWAYS OFFER TO UNDERCUT YOUR BUDGET

CLIENTS BELIEVE THEIR SURVIVAL RELIES ON REPLICABLE STRUCTURAL AND COMMODITIZED PRACTICES

WE ARE A BRAND ENERGY COMPANY.

WE ENERGIZE BRANDS FROM NEOPHYTE TO ICONIC

THERE ARE BAD IDEAS

Rules for Conceiving of a Big Idea

1. Mine the culture for your brief (and write the brief yourself)

2. Accept ideas from everyone and everywhere3. Have great taste4. Aspire to create memes5. Put the audience in the idea6. Tell an engaging story7. Have the courage to actually think big

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MATTI LESHEM