Bottom Rung

Only the Best Idea Wins

The best creative ideas should scare you. The best creative concepts should make you nervous. But they should also inspire you to put your job on the line in their defense.

Burger King and CP+B bet the farm when they produced BK Whopper Freakout. But doing so set themselves up for a award winning smash hit with magical moments that copywriters only dream of. Crispin Porter’s idea was so radical, so initially ridiculous that any other client would have passed without a second thought. But someone at the King got behind the idea and put their job and their reputation at stake just to see this idea come to life.

Here at Leo, we are busy working with a client that is relaunching their brand from the bottom up. Right from the beginning, the client fell in love with the creative platform and has fought for its survival ever since; both internally and externally. While we don’t yet know if it will be successful, the fact that they are willing to put their career on the line for a concept they are openly nervous about is admirable.

Both of these campaigns were created using trend challenging and outside-the-box thinking. They actively challenged convention and forced the client had to make tough calls regarding the future of their brands. But in the end, both sides of the agency/client relationship had to come together and push for what they believed in. And in our business, an idea worth fighting for is an idea that scares you.