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Look into the concept of world-building. Think about what a brand would look, smell, or feel like as if they have their own ‘world’. This perspective really helps when i concept ideas.
This is a great site for research on the best of the best from all over the world .
https://activationideas.com/
If you’re stuck, think of the PR headline first, then build an idea around achieving that. Give yourself something to aim towards.
Also far too many people think “activation” is some sort of physical space only, but ‘activating’ a brand can take on almost any form.
Coach
I usually think of a line that Alex Bogusky used to say regarding stunts and activations. “What would the news headline say about this, and would it make me want to read more about it?”
Find tensions in culture that your brand can play in/do something with. The more unique to your brand, the stronger the idea.