The Big Idea

"A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time."

"We have to generate ideas and content that people will seek out, that pulls people in across media. When so many people stay continually connected throughout the day by mobile phone or computer, each person decides which advertising messages they care to receive and where to hear or view them." The idea for this advertisement is to show women that they can buy whatever they want as long as it makes them feel happy, empowered, confident, and sexy. "The ideas we generate will have to use media to build relationships and dialogue with people, allowing two-way conversations, offering utilities." A lot of times we get those moments where we instantly see a sweater or shirt that we love but then we start to think to ourselves... "will I actually wear this?" Or you'll get people making you feel guilty for buying a jacket that looks similar to the ones you already have. "What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest."  We want our customers to have a great shopping experience without having to second guess theirselves. To reassure them of their purchases we will air a commercial showing them how they can style one piece of clothing to make it work for any occasion and at any time of the day. We also want to show our customers that they can be confident without having to be influenced by others around them.

Citations:

Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley. Pages 49, 52, 68