At the heart of any great campaign/site/app/logo is the idea. It’s the insightful nugget of relevancy that will make consumers think immediately of themselves and their lives – and make us creatives wish we’d thought of it. So before we go to pixel and print, we go to pen and paper. It’s the place we start, and the place we and the consumer ultimately end up at. It’s sort of like climbing a mountain; once you’ve reached that ‘ah ha!’ moment, it’s all downhill from there.