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8 May, 09:03

Some of the world's most memorable advertising campaigns have achieved success because they originate from an idea that is so big that the campaign offers opportunities for a seemingly unlimited number of new executions. Such a campaign is said to have:

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  1. 8 May, 09:27
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    "Legs"

    Explanation:

    When a campaign is said to have legs it means that it has staying power.

    Having legs means a concepts ability to remain flexible and grow while maintaining an entitie's brand and identity.

    Such campaigns work in whatever medium you decide to use. For example digital media, radio and television.

    It should be a concept that is replicable over the life of the campaign
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