by John Walters
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11 March 2025
For this edition of ‘Thoughts by Animo’, I’m taking a look at how creative teams turn a proposition into a big idea. Think of it as a creative hack pack; a guide to unlocking fresh, impactful concepts from a brief. And what better way to illustrate ‘7 Ways to Generate Big Ideas from a Brief’ than by showing them in action? So I dug into the archives and pulled out some ideas that never made the final cut from a past campaign for Octopus Investments. When we first tackled this brief a few years back, we came up with a whole range of ideas…some great, some less so… but all part of the creative process. Here are some of the strongest, demonstrating how these creative hacks work in practice.