The Big Idea Generation delivers breakthrough concepts that challenge category conventions and shift cultural perspectives. This project helps you uncover transformative ideas that push creative boundaries while remaining strategically grounded to create real-world impact.
Agents In This Project: Project Manager • Director of Strategy • Creative Director • Copywriter
🔍 Who is Response Brief Remedy For?
Creative Directors: When you need bold, innovative thinking that breaks from expected category approaches and delivers concepts worth fighting for.
Agency Teams: Use this to pitch existing and new clients with ideas that wow and win new business.
Brand Managers: Looking to shake things up with ideas that get noticed? This project helps you break free from your category's creative conventions
Getting Started
- Create a new project and select "Big Idea Generation" from the Creative Development category.
- Name your project and select your brand to maintain organization across your projects.
- Paste your creative brief into the project briefing area along with any additional context.
For best results, have these ready:
- A complete creative brief from your team (or use our Business Brief or Creative Brief projects to create one)
- Brand guidelines or relevant brand materials
- Initial creative thoughts or territories your team wants to explore
- Inspiring case studies or campaigns that achieved the kind of breakthrough impact you're aiming for
Features & Highlights
- Category Convention Breaking: Identify and challenge the standard approaches in your category to create distinctive brand positioning.
- Cultural Relevance Framework: Explore how your brand can connect to broader cultural movements and conversations in meaningful ways
- Transformative Concepts: Receive ideas designed to shift perspectives and create lasting impact rather than incremental improvements
- Complete Concept Development: Each big idea includes strategic elements, manifestos, and execution approaches showing how it would come to life.
Tips & Tricks
- As always, if you want an idea to be more provocative, culturally relevant, or emotionally powerful, simply click Edit to make changes in-line, or Refine to have the platform make adjustments for you.
- Start by completing the Creative Brief project to build a solid strategic foundation for your big idea concepts.
- The best big ideas often challenge fundamental category assumptions – don't be afraid to push boundaries and question "the way things are done."
Sample Case Study
A financial services company wanted to differentiate in a category filled with similar messaging about security and growth.
The team used Big Idea Generation to explore breakthrough approaches. The Category Convention Breaking concept delivered a transformative idea that completely inverted traditional financial marketing.
The "Money Therapy" concept acknowledged the emotional and psychological aspects of financial decisions that the industry typically ignores. Rather than positioning money as something to be optimized, it reframed financial health as emotional health, creating a campaign where the brand offered "financial therapy" sessions that addressed the complex feelings people have about money.
This unexpected territory resonated strongly with audiences tired of traditional financial messaging, establishing the brand as more emotionally intelligent and authentically helpful than competitors.
Ready to go?
Explore our Creative Concept tutorials or connect with our support team to get the most from your big idea development.