The core strategy is elastic and overarching, with each ad idea circling back to the strategy.
Each individual ad unit across media channels will grab someone’s attention and hold interest.
Each media channel is used in the way it best connects with people and adds specific interest to the overall campaign.
The art direction and copy are distinctive to the brand and differentiate the brand in the audience’s mind.
The visual communication ignites a conversation between the brand and consumers.
It could run forever (almost).
It will surprise and (actively) involve people.
People will talk about it.
Other creatives wish they had thought of it!