What makes a great creative thought starter?

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I have a rule to never include other advertising - instead a scene from a movie, a passage from a book, a song, art, architecture, a hoax, an aesthetic

likesmart

I love this!

It can lead to more than a singular answer/execution.

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It should feel like the obvious answer that no one ever thought of, but has been in front of them the entire time.

smart

One that you chatted to your CD about and they were like oh that feels interesting

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Often I think they’re a first crack at a creative idea based on the strategic starting point or territory. But more and more I like to think of how they can provoke certain avenues of thinking.

Where in culture does our brand never show up and what would we do there?
How would we use ai in a creative execution?
What would an experiential play look like that generates conversation?

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