Never Let A Good Idea End Up on the Floor

Tick. Tock. Tick. Tock. It's almost time, people. Almost time for you to get a glimpse of the first Killed Ideas. In a couple of days, we'll begin sharing with you some of the better submissions we've received. We'll offer up some initial commentary which, hopefully, will motivate you to submit your own Killed Idea.

Some time ago, I was in a presentation and my creative director was unveiling a new campaign to a client high atop One Penn Plaza in New York. The meeting with this client was, as always, jovial and upbeat. Until one particular piece of creative was presented. There was something about it he client didn't quite like.

This being a presentation to an existing client whom we knew very well, my CD knew it'd be pointless to argue the execution's merit so he dramatically tossed the piece of creative across the conference room until it came to rest on the floor.

Laughter filled the room because, well, it was just one of those kinds of meetings where, even in the face of "bad" creative, things were always positive with this client. As the laughter subsided but before my CD was able to present the next piece of creative, the client said, "wait a minute, let's take another look at that one."

Can you guess what happened next? Of course you can. That Killed Idea was resurrected and, despite it's place on the conference room floor, went on to become the centerpice of the campaign.

Lesson learned? A Killed Idea isn't always a "bad" idea.

For all you conspiracy theorists, yes, I am getting paid to do this work.