The idea of the Big Idea has been around for decades. The big central proposition that stands at the core of the brand/campaign. Big ideas have evolved, become more conversation and embrace more emotional sensitivity in them. The best ideas are extendable and may evolve and take you on a journey rather than jump out at you immediately. Ideas are like relationships, some make an instant connection, others grow on you. The essence of a Big Idea is that it creates an emotional connection, and there are many ways of getting there.

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