Four characteristics. One: the message comes before the mechanism, not the other way around. Two: people experience the message instead of having it explained to them. Three: there is a risk in it. A concept without risk is almost always a concept without impact. Four: the title is never the concept.
If you remove the name and the concept falls apart, the name was the only thing holding it together.
The most memorable concepts we have made were often the concepts that felt most exciting beforehand. That is no coincidence. Impact requires taking a step you wouldn't normally take.
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