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Big idea: sitting.
Execution: chair, sofa etc etc.
Something that makes you look at the brand differently and can be executed in many different ways lasting several years at least.
Visual Storyteller
If you want your answer in one sentence it’ll probably need a few clauses to be complete.
I’d write it up as:
A concept that is on-brief and on-brand, simple and easy to understand, and usually has “legs” to extend to a variety of mediums.
Then I’d have a separate slide or two breaking down everything in that sentence— what on-brief and on-brand mean, (maybe show an example brief you’ve received), maybe showing some of the work you’ve created and the one slide “idea” slide you used to sell it. For legs, I’d find an idea you like in the real world, maybe a series of print ads, and have your team come up with an additional extension, like “what would the experiential event from this idea be?”
I’d also show what is NOT an idea—for example “we could partner with a celebrity” could be part of an idea but as is is just a tactic
Yes, and there needs to be an insight drives the whole thing
People have different definitions of what a big idea is. Depending on who you are talking to, it could be an organizing concept, an award worthy idea or even something that’s physically big — like a tiems square billboard. Which is dumb, but I hear a lot.
A truth that we all know is true, even though no one has put it out there fully formed yet.
A truly big idea can have several campaigns under it.
The "big idea" is one that motivates the market to take action. There can be many "big ideas" that work, and no one-size-fits-all solution when it comes to advertising. What worked before may never work again, or it may work again years in the future. Timing is everything in life and in advertising.