There's a good idea, then there's a big idea. What turns a good idea into a big idea is its ability to grow, to go beyond one ad or one image and take on a life of its own. A big idea is not constrained by medium, but can be executed in various ways across various mediums, over time. A big idea is the essence of a good campaign. But no matter how big the idea is, it has to work to be considered campaign worthy. So even a big idea needs to be strategic to work and can stand to be a little nuts to help it get noticed over the life of the campaign.