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1. Insight
2. Idea
3. Execution
That’s one “big idea.” You can have as many executions as you want but it generally will make sense to have a script or two. Something digital/social. And then something more stunt-y. People call these activations or executions or whatever but ultimately they’re just different ways to express your big idea. Think of them in different mediums e.g. film, radio, out of home etc etc.
And when you write your insight, make sure it ties back to the brief clearly.
I’d also recommend The Advertising Concept Book.