10 BIG IDEA
EXAMPLES
WHAT IS THE
IDEA PLATFORM?
The articulation of the big idea.
One sentence that describes what the brand says and does.
Working over multiple campaigns and years.
10 IDEA PLATFORM EXAMPLES
1. Heinz 6. Dr. Martens
2. Dove 7. KFC
3. Chocolonely 8. Iceland
4. Lego 9. Deliveroo
5. Skinny 10. Google
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IT HAS TO BE HEINZ
IDEA PLATFORM
Remind fans in a modern way why everyone loves Heinz Ketchup
FOR THE FANS ICONIC TRAITS MODERN TAKE
Everything should be What are the brand traits Play up their status in a
reminding people of how that we own that no one modern way do not lean
big of fans they are else does (red color, into nostalgia.
keystone logo, bottle, slow
pouring time)
KETCHUP PUZZLE
IDEA: Created the world’s slowest puzzle. A 570 piece
only red puzzle
FOR THE FANS - Fans are used to waiting a long time
with the Heinz slow pour
ICONIC TRAIT - Celebrate the iconic red color and
the slow pour of Heinz
MODERN WAY - In lockdown everyone had turned to
puzzles to pass the time.
DRAW KETCHUP
IDEA: Heinz asked people around the world to draw
ketchup—and a majority of them drew a Heinz bottle
FOR THE FANS - Show fans all around the world think
there’s one brand of ketchup, Heinz.
ICONIC TRAIT - Heinz bottle shape and bridge
MODERN WAY - Social experiment shows that even
today people associate only one brand with ketchup
HEINZ INK
IDEA: Spurred on by Heinz fans online sharing their
Heinz tattoos, the brand created a custom red Heinz
ink.
FOR THE FANS - Heinz fans have been posting online
their tattoos of the product
ICONIC TRAIT - Heinz red color
MODERN WAY - Tattoos have only recently become
accepted by mainstream culture, a brand creating
an ink color is a first.
REAL BEAUTY
IDEA PLATFORM
Dove believes in celebrating beauty in its diversity and in doing so,
raising the self-esteem of women and young girls globally.
BEAUTY DIVERSITY SELF-ESTEEM
The media sets a narrow Show the broad Turn beauty into a
unrealistic standard of spectrum of beauty source of confidence, not
beauty anxiety for women
DOVE - BEAUTY SKETCHES
IDEA: Woman are subject of two portraits drawn by
FBI-trained forensic artist: one based on her own
description, and the other using a stranger’s
observations.
BEAUTY - It is easier for a stranger to see our beauty
than ourselves
DIVERSITY - The difference between how we
describe ourselves and how others see us
SELF-ESTEEM - We are our harshest critics when it
comes to our own looks
DOVE - BEAUTY OOH
IDEA: Billboards showcased photographs of regular
women in place of professional models, asking the
passersby if they were beautiful (Fat or Fab?)
BEAUTY - Beauty is not something that is just
confined to magazines
DIVERSITY - Showing the different versions of beauty
through the eyes of female photographers
SELF-ESTEEM - Showing that every woman is
beautiful
DOVE - FRONTLINE WORKERS
IDEA: Dove captured the faces of courageous
frontline workers and showed the courage = beauty
BEAUTY - Beauty is thought to be hidden under
masks
DIVERSITY - In times of crisis, beauty lies in what we
do, not how we look
SELF-ESTEEM - That we can see that beauty is in our
actions
CRAZY ABOUT CHOCOLATE, SERIOUS ABOUT PEOPLE
IDEA PLATFORM
Divide opinions by sharing the inequalities of the cocoa trade with
chocolate lovers
RETHINK TRANSPARENCY FANS
Question how fair/unfair Reveal with honesty Find moments and
chocolate is made in (above all else) about address it directly with
theatrical ways the cocoa trade chocolate lovers
UNEQUAL CALENDAR
IDEA: An unequal advent calendar, giving some,
double or none
RETHINK - Missing chocolates in the calendar
caused a PR uproar with many upset kids and to
spark conversation. But other windows had double
chocolates, giving 25 instead of 24 over the month.
TRANSPARENCY - the windows had facts on
inequalities of the cocoa trade
FANS - Kids love chocolate advent calendars during
Christmas
CONVERSATION BARS
IDEA: the launch of 3 new Conversation Bars
designed to provoke real talk around serious issues
impacting the chocolate industry and beyond
RETHINK - 3 key societal topics to get people talking.
Asking chocolate fans to write their experiences of
inequalities on their bars and share on social media
TRANSPARENCY - gift pack with prompt cards to
open conversation
FANS - stand out in the chocolate aisle.
THE TONY’S FAIR
IDEA: The big stakeholder meeting where Tony’s
present their annual FAIR report. Inviting stakeholders,
suppliers, farmers, employees and consumers to the
event.
RETHINK - Unlike typical corporate AGMs this is a
celebration of fairness and equality to continue
raising the bar
TRANSPARENCY - showing the impact they are
having with farmers and the supply chain and how
fair payment and living is changing their lives.
FANS - asking chocolate fans to join the celebrations
and see the impact of their switch to slave free
chocolate
REBUILD THE WORLD
IDEA PLATFORM
Let kids creativity fix the issues of the world one brick at a time
ISSUES CREATIVITY KIDS
Address a modern issue Flip the issue and use Ensure it has a childs lens
/ trope creativity to fix it to the approach
PLAY DAY
IDEA: For Legos 90th anniversary show that play can
build a better future during World Play Day
ISSUES - Play spaces for kids are not a priority in big
cities
CREATIVITY - turn a disused space into a kids park
with artist Hebru Brantley
KIDS - have kids design the space they will play in
SAVE GRACIE
IDEA: Show Lego can solve bigger problems like
saving Gracie to give her a new lease on life
ISSUES - Disabled dogs would normally be put down
CREATIVITY - turn Lego into a dog wheelchair
KIDS - have a compassionate child design the
wheelchair
WOMEN IN DESIGN
IDEA: For International Women's Day Lego are
celebrating the incredible contribution made by
women in design
ISSUES - there’s a lack of women working in this
space around the world
CREATIVITY - show kids that there is a career in
design
KIDS - Hiring the next generation of women
designers
GET THE SKINNY
IDEA PLATFORM
Reveal the extremes Skinny goes to make savings for their customers
REVEAL SAVINGS CUSTOMERS
Be blatant and don’t hide Dramatise the cost Feature customers as the
the fact savings hero
FAMOUS NAMES
IDEA: Create a Hollywood production using New
Zealanders who have celebrity names
REVEAL - Skinny won’t waste money on a Hollywood
production style ad
SAVINGS - don’t pay extortionate prices for
celebrities
CUSTOMERS - ask New Zealanders who have
celebrity names to feature in the adverts
FRIENDVERTISING
IDEA: Create 46 identical adverts using customers
because chances are their friends / family might see
them
REVEAL - WOM referrals are cheaper
SAVINGS - Skinny will use it’s army of loyal
customers to recommend the service
CUSTOMERS - feature customers from across New
Zealand who will likely to be seen through degrees of
separation
PHONE IT IN
IDEA: Save money by letting customers do the
advertising
REVEAL - Create radio scripts for people to phone in
SAVINGS - Customers paid for the other half of
Skinnys advertising
CUSTOMERS - people could phone in the script to
feature in a radio ad
TOUGH AS YOU
IDEA PLATFORM
Support resilient underrepresented communities pushing to break in
SUPPORT SUBCULTURE TALENT
Drive the growth of Identify a subculture Feature emerging talent
community striving to pushing to be seen within the subculture
achieve things
COME BACK BETTER
IDEA: Helping musicians smash down the doors to
the industry in partnership with emerging artists club
The Windmill
SUPPORT - Give the community DIY tools and advice
that are critical but all too often out of reach for
emerging artists
SUBCULTURE - Marginalised genders
TALENT - The events line-up included an intimate live
show and panel talk by post-punk outfit Goat Girl, a
networking event with Vocal Girls, and one-to-one
mentoring sessions with Raissa Pardini, Maddy
O’Keefe and Holly Whitaker.
FIRST LIGHT STUDIO
IDEA: Launching a new community-first space to
nurture emerging talent from Bristol’s local music
scene
SUPPORT - Level out the industry’s playing field by
providing artists with a no cost space to develop their
skills
SUBCULTURE - Bristol’s talented network of up and
coming artists
TALENT - Partnership with producer BATU. A schedule
of workshops and mentorship sessions has been
created to mark the launch of the studio
GIRLS IN FILM
IDEA: For a chance to win the fund, applicants
submitted their ideas for a film that shows what
female strength means to them
SUPPORT - A chance to win funding
SUBCULTURE - Female filmmakers
TALENT - Girls in Film are a collective that represents,
champions and connects a new generation of
female-identified creatives in the film industry
RETURN OF THE COLONEL
IDEA PLATFORM
Rediscover crispy chicken in true showmanship done the colonels way
REDISCOVER SHOWMAN GRAFT
Bring the Colonel back to The ultimate salesman who No shortcuts or the easy way
remind people about KFC would do anything to tell out. The colonel believes in
crispy chicken, herbs and people about his chicken hard work
spices
CAT CLIMBER
IDEA: Take the internets love for cats to become a
message for crispy chicken
REDISCOVER - Have the colonel promote KFC
throughout the stream
SHOWMAN - The colonel becomes a theatrical prop
for cats to lure in cat lovers
GRAFT - No simple social media post. The colonel and
the people watching had to work hard to keep the
cats entertained
THE HARD WAY
IDEA: Turn the employee training program into a VR
Escape Room
REDISCOVER - Train new recruits to deliver the best
crispy chicken
SHOWMAN - The colonel trains and keeps a watchful
eye on recruits throughout the experience
GRAFT - No easy on site training. This simulation is to
get new recruits to do it the right way, the hard way.
VIRTUAL COLONEL
IDEA: Turn the Colonel into a virtual influencer to
parody the lifestyle of Instagram influencers
REDISCOVER - Have the most famous chicken
influencer come back
SHOWMAN - The colonel shares his lifestyle the
“secret recipes for success” with fans and partners
with other brands
GRAFT - No quick hiring of an existing virtual
influencer. The Colonel sets the standard for other
virtual and real life influencers.
LOOKS LIKE YOU NEED ICELAND
IDEA PLATFORM
Turn the frustration from travel restrictions into reasons to visit Iceland
FRUSTRATION RESTRICTION ICELAND
Highlight a key situation Address a habit Show the serene breaks
during lockdown formed during the of Iceland
travel restrictions
LET IT OUT
IDEA: Let people see the calm of Iceland by getting
people to let off steam with scream therapy
FRUSTRATION - People were stuck in their houses
during lockdown and had to put a lid on their
frustrations
RESTRICTION - let people blow off their built up
stresses
ICELAND - people could see the serene and
picturesque Icelandic locations while letting off
steam
SWEATPANT BOOTS
IDEA: upcycle pandemic sweatpants into custom
hiking boots to explore Iceland
FRUSTRATION - People lived in casual comfort gear
during lockdown with nowhere to go
RESTRICTION - break the habit of daily sweatpant
routine and turn it into an adventure
ICELAND - use the hiking boots to explore the trails
and sites of Iceland
ICELANDVERSE
IDEA: Show real life experiences actually connect
people using a parody on the launch of Metas next
big thing, the Metaverse
FRUSTRATION - People couldn’t properly connect
with each other
RESTRICTION - everyone was attending mundane
‘metaverse’ experiences
ICELAND - Iceland is inviting people to connect in
real-life ‘immersive’ spaces
ENGLAND ‘TIL WE DINE
IDEA PLATFORM - FOOD. WE GET IT (ENGLAND SPONSORSHIP)
Deliver passion on a plate to die hard footie fans
DELIVER PASSION PLATE
Deliver the goods to support Bring the soul of English Feature glorious global
fans during the tournament football to the table cuisine
ENGLAND ‘TIL WE DINE
IDEA: Galvanise the nations love for football and
various cuisine with a twist of the traditional football
song “England ‘til I Die”.
DELIVER - Show support using the St George Flag
(English Flag)
PASSION - Use a classic football song to stir
emotions at the start of the tournament
PLATE - featuring the nation's favourite takeaway
dishes in the assets
VINDALOO 2
IDEA: Bring back the viral 1998 parody football
anthem Vindaloo
DELIVER - supporting NHS workers for their bravery
during Covid19
PASSION - bringing the spirit of the nation together
through an iconic anthem sung by team of
celebrities
PLATE- the parody song features ‘vindaloo’, a Goan
curry that is very popular in UK
REACTIVE
IDEA: Create reactive assets as England progressed
through the tournament
DELIVER - Supporting England against their
tournament rivals
PASSION - using colloquial English terms and
phrases
PLATE- using the rivals national food as visual pun
BLACK-OWNED FRIDAY
IDEA PLATFORM
Bring music to black business owners ears for Black Friday
MUSIC OWNERS SEARCH
Use renowned black artists Support black-owned Make it easy to be seen
to create ‘jingles’ for the businesses during Black Friday
occasion / business
ANTHEM
IDEA: Reframe Black Friday to Black-owned Friday
MUSIC - Wyclef Jean ft. Jazzy Amra
OWNERS - Highlight that black-owned businesses
have closed at twice the rate compared to other
businesses during the pandemic
SEARCH - Prepare everyone to search for
Black-owned businesses on Google
GROUNDED (AND OTHERS)
IDEA: Turn music videos into adverts for black-owned
businesses the musicians support
MUSIC - Ari Lennox creates an illustrated music video
ad
OWNERS - Her favorite Black-owned online and
subscription-based plant store
SEARCH - Get people searching for the business and
other black-owned businesses
SHOPPABLE SONG
IDEA: Help black-owned businesses generate sales
through a shoppable music video
MUSIC - Ludacris and Flo Milli create a music video
OWNERS - Feature 70+ Black-owned businesses
SEARCH - People could watch the music video, shop
the products, and search to support Black-owned on
Black Friday and after.
THANK YOU
Thank you to Strategy Finishing School member,
DISCLAIMER
This is our best guess at the role of creative strategy on these
projects. Where we could we read the strategy papers for this
work. Hopefully what you take away is the value a idea platform
to creating great work.
