CS Boilerplate | Creative Idea

List down concept ideas

With the brief set in place, brainstorm different ideas that can lift it to execution and write them down. Don't limit your imagination here.

Evaluate concepts using the ABC framework

Evaluate all the concept ideas you wrote down with the ABC framework to narrow down on the most impactful and memorable ones.

Parameter	[Evaluate your concepts basis the parameters here]
A: Attention
B: Branded 'at heart'
C: Communicate the main point

Articulate the creative idea

Before you step into scripting and execution, take some time to articulate the heart of your campaign, the creative idea. This idea is what will serve as the backbone and become the foundation for multiple executions.

The framework	Explanation
What is it?	[Add the shorthand of the idea]
What does it mean?	[Add the long hand explanation of it]
How is it saying it?	[Add the unique construct that's being used to get the idea across]