An idea should not just take you to an emotional journey...
We are living a world that everything changes extremely fast; therefore, it is not easy for a brand to get accepted and survive under the hard competitive circumstances. To make an impression on target group, It takes more than taking them on an emotional journey.
The pace of digital world; creates challange, active commercial issues, new proficiency areas. If you are trying to campaign for a creative advertisement; you need to take into account of the facts of our century. We are living in a "Sharing" century. The idea would fail if it is not convincing and if it does not address people to share.
Individuality that improved along with technology; turns every single person into active communication tool. People are bound to share everywhere; home, street, cafes, school, work, gym etc. This leads to an invisible marketing network.
Creative ideas push consumers to share and this invisible marketing network gets even bigger that leads to a sale unexpectedly.