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
SIGN UP HERE
 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
reminding people of how that we own that no one
big of fans they are else does (red color,
keystone logo, bottle, slow
pouring time)
Play up their status in a
modern way do not lean
into nostalgia.
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.