What's The Big Idea, Anyway?

What truly constitutes a 'big idea'? Sometimes, it's about demonstrating an idea's quality through its potential. But who determines that?

For us creatives who are deeply passionate about ideas, the notion of defining a "big idea" might appear somewhat peculiar. Personally, I've always found myself simply generating ideas without giving much thought to what makes one 'big.' But is the concept of a 'big idea' truly nebulous? It's intriguing how meaning, especially when it comes to ideas, can be remarkably flexible and sculpted by individuals.

Things from the week

?? Art direction vs artificial intelligence: A helpful tool or an added hassle?

AI-powered text-to-image tools are presenting a moral quandary in terms of creative ethics . But is there a way to use such tools while expanding artistic potential?

Playlist of the week

Advertising

Cats are too cool for Christmas

Cats are cool. Cats have personality. What could be better than this fantastic spot by adam&eveDDB to watch a cat with attitude sabotage humans’ cheesy holiday traditions?

Burn the Burns: I Will Never Say…

This is what happens when you talk bad about Little Caesars’ pizza. Very cool idea on TikTok.

Gucci’s Christmas Film

Beautiful craft.

What's The Big Idea, Anyway??

For us creatives passionate about the art of ideation, the question might seem a tad absurd. I mean, who needs a definition for an idea, right? Ideas just flow, and we embrace them without a second thought. But hold on, is a 'big idea' just an ambiguously grand concept?

I've been asked, 'What's the big idea?' a couple of times, and it always makes me smile. You see, my immediate response is often to ponder how to convey the idea from the perspective of the curious soul asking.

“Advertising, an art, is constantly besieged and compromised by logicians and technocrats, the scientists of our profession who wildly miss the main point about everything we do…” ― George Lois

George Lois, the man some consider the real-life Don Draper (although he hated the show), was an American art director, designer, and author. He's best known for his dazzling covers for Esquire magazine in the '60s and '70s. Time magazine once dubbed Lois 'a media renaissance man, an iconoclastic genius, and a legendary advertising guru.' His approach was groundbreaking—he used pictures as words, words as pictures , and blended them into a unique creative concoction that no one before him had dared to attempt.

Lois was vital in shifting advertising from hard selling to creative storytelling. Yet, as advertising grew more creative and captivating, the established agencies tried to package it as a science rather than an art. In the '70s, the industry began relying heavily on psychological research and market testing, causing seismic shifts in brand loyalty.

Lois would even criticize Ogilvy for its formulaic and scientific approach to ideas. Around that time, teams of writers and artists/designers began working together. But Lois, a master of design himself, often straddled both roles.

I recently stumbled upon a video featuring George Lois addressing the very question: 'What's the big idea?' It's a reminder of what ideas should genuinely be—bold, daring, and, above all, memorable."

Design

Sweet success: 6 delectable identities for chocolate, with works by Olss?n Barbieri and more

As the saying goes, we ‘feast with our eyes.’ And in the world of branding, this couldn’t be more true for chocolate. Chocolate packaging showcases the joyous flavors inside and draws attention to the regions and production methods that create the richest and boldest chocolate bars.

Featured this week

Uran Duo

Uran Duo, a talented husband-wife duo from China , specializes in freelance illustration. Graduates of the China Academy of Art with a graphic design background, they transitioned to illustration after completing their education. Their strength is creating narrative-rich illustrations with vibrant storytelling and profound emotional impact.?

Antlii

Antlii, a multidisciplinary digital artist and creative coder from Kyiv, Ukraine , specializes in vector and raster graphics that explore the intersection of humanity and future technologies. His work features abstract geometric shapes and textured surfaces to convey profound ideas.?

Indego Design

Indego Design, based in Macau, China , specializes in crafting unique brand visual designs. They focus on corporate identity, event imagery, packaging, and multimedia design. Their innovative approach has earned them recognition and awards, both locally and internationally.?

Michael Driver

Michael Driver, a Brighton-based freelance illustrator , creates vibrant and character-focused illustrations using digital and analog techniques. His work spans magazines, editorial features, publishing, and advertising. Michael emphasizes strong ideas in his work, believing they carry more weight than aesthetics alone.?

Tiago Galo

Tiago Galo, a Portuguese illustrator based in Lisbon , embarked on his artistic journey by collaborating on fanzines and exhibitions. Despite completing a degree in architecture, his passion for illustration drew him back.

Futura

Founded in 2008, Futura is a Mexican creative studio redefining Mexico's design values, emphasizing charisma, wit, and functionality. This innovative studio specializes in optimizing resources and is noted for its meticulous attention to detail. Though its headquarters are based in Mexico, Futura's reach is global, boasting a diverse client base from around the world.?

Irina Kiro

Irina Kiro, a Paris-based graphic designer and illustrator , is celebrated for her vibrant minimalist creations that draw inspiration from contemporary culture, the natural world, and everyday objects. With over a decade of experience in graphic design, Irina transitioned to illustration, specializing in crafting colorful vector artworks that highlight the beauty of simple shapes and lines.?

Why every creative needs a side project

The other day, I stumbled upon an intriguing piece about David Solomon , the CEO of Goldman Sachs. A high-profile figure in the banking world, Solomon is known for his love of DJing at big events like Lollapalooza. This isn't just a hobby for him - it's a creative outlet that provides balance amidst his demanding professional life.

Now, bankers typically have a poor reputation, I get it. But here's Solomon, breaking stereotypes with his unconventional side gig. However, what's disheartening is that due to scrutiny and negative publicity, he recently had to put his DJing on pause. This is terrible. Everyone should have a creative side hustle.

Consider the legendary Mariah Carey. Beyond her monumental success in the music mainstream, she secretly ventured into grunge music under the pseudonym Chick in 1995. Not many people know that. It was like Batman turning into a rockstar - unexpected but intriguing. The whole project was impromptu; there were no expectations. Despite the record label executives acting like worried parents concerned about her image, this project allowed Mariah to dance to a different beat.

Creatives should take risks, push boundaries, and venture into new territories, refining their craft and expanding their creative toolbox. In a field where standing out is crucial, side projects provide an opportunity to do just that.

Thanks for tuning in! Share the love ??, and see you next week! ??