Where do ideas come from?

Good athletes make the most remarkable plays look easy. It isn’t easy, but their minds and bodies are trained to work in harmony so it becomes ‘natural’.

A stand-out creative idea looks remarkable for the same reason. The creative idea works in harmony with the product to look ‘natural’. 

One of my favorite classic campaigns was the “Big Mac Attack” for McDonalds. I have no idea how it originated but I like to believe that a six year old kid randomly said, “Hey dad, I’m having a Big Mac Attack”.

It was memorable, quickly became a pop culture trend and the idea worked in harmony with the product… effortlessly. It was a natural.

While planning a campaign for the Zurich Chamber Orchestra, someone at Euro RSCG likely said, “Listening to this music is like riding a roller coaster”… and they were right.