Most campaigns are forgotten before the media spend even runs out. The ones that stick share one trait: a single idea simple enough to survive being retold at a dinner table, days after someone saw it.
That simplicity is hard-won. It usually means cutting three good ideas to keep the one great one.
If the idea needs a paragraph of explanation, it isn't the idea yet.
Unforgettable campaigns are also built to travel — the same core idea should work as a six-second video, a static post and a piece of out-of-home, without losing what made it work in the first place.
That's the discipline behind memorable creative: not more elements, but fewer, sharper ones.