PHASE 1: IGNITION
What are you advertising?
Product, service, brand, or cause
Why should anyone care?
The single most important benefit (one sentence)
What are you creating?
Select one or more formats
PHASE 2: ARMING
SELECT TRIGGERS TO DETONATE
1
THOUGHTS
0
sparked
2
INSIGHTS
0
interpreted
3
CONCEPTS
0
selected
4
IDEAS
0
executed
Initializing...
Product
Benefit
FORMAT
triggers:
PHASE 4: HARVEST
YOUR IDEAS
BRIEF: