A major frozen food brand, with a reputation for poor quality food, wanted to launch a gourmet line called 4 Corners based on global flavors.
As we sat in the briefing, the new client basically said she didn't know if we "did big ideas." In the margins of my notes, I wrote "idea journal" like a travel journal. So I pulled together a small group of creatives and strategists and hit different gourmet markets and restaurants. We kept the journal of all our ideas and bound them up in a coffee-stained cloth with chop sticks so it looked like it had traveled the globe. We sent it to the client and waited on the other end of the phone in silence as she opened the FedEx box. Then she said, "my silence is a good thing. A very good thing. This is amazing."