Common Questions
Disruptive Ideas FAQs
What counts as a "disruptive idea"?
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Something that earns attention rather than buying it — an idea people stop for, talk about, or share without being paid to. That can be a stunt, an unexpected use of a media space, a fast reaction to something happening in culture, or simply a campaign line sharp enough to cut through. What it is not is being strange for its own sake. Disruption without a point is just noise you paid for.
How is this different from your other services?
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Branding builds the identity, strategy decides the direction, and the channel services execute consistently month after month. This is the layer that makes any of it memorable — the campaign idea itself. It usually rides on top of the others rather than replacing them, and it is the piece brands most often skip, which is why so much marketing is competent and forgettable.
Do you guarantee a campaign will go viral?
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No, and be suspicious of anyone who does. Virality is an outcome, not a deliverable — it depends on timing, cultural mood and luck as much as on craft. What we can do is stack the odds: build ideas with a genuine hook, plan the seeding and amplification rather than hoping, and design so the campaign still works commercially even if it never breaks out.
How does the idea process actually work?
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We start from the business problem and the audience rather than a blank page — the sharpest ideas usually come from a tight brief, not a loose one. From there we develop several distinct routes rather than one polished option with two obvious losers beside it, and pressure-test the shortlist for feasibility, cost and risk before you fall in love with something unbuildable.
Do you handle production, or only the concept?
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Both. An idea that gets handed over as a deck and dies in execution was not worth having, so design, film, fabrication, on-ground and digital rollout run through the same team. Where a specialist supplier is genuinely better than us at something, we bring them in and manage them rather than pretending otherwise.
How do you handle the risk in a bold campaign?
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By naming it upfront. We tell you plainly where an idea could be misread, which audiences might object, and what the recovery plan is if it lands badly — before you commit budget. Then you make an informed call. The genuinely dangerous campaigns are the ones nobody stress-tested because everyone in the room was excited.
How long does a campaign take to develop?
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Two to four weeks from brief to presented routes for most projects, then production timelines depending on what the idea demands. Moment marketing is the exception — reacting to something in culture is worth doing in hours or not at all, which needs pre-agreed approval shortcuts rather than a normal sign-off chain.
How do you measure whether it worked?
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Against what the campaign was for, agreed before launch. Earned reach and share of conversation where the goal was attention; footfall, enquiries or sales where the goal was action. Awards and internal enthusiasm are not results. If a campaign was beautiful and moved nothing, we would rather say so and learn from it than build a case study around impressions.
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