An advertising idea that has potential for application across a myriad of platforms and applications e.g. digital, TV, promotional, POS and more. Often referred to colloquially as a “big idea” and or an idea that “has legs,” meaning it can go a lot of places. Hence it is compelling enough to be used in multiple advertising executions and across platforms, to build a memorable story or message for a brand, product or service. (See “Big Idea).”
