Getting to an idea worth fighting for rarely begins from an obvious starting point. Inspired by former Wieden+Kennedy Creative Director Jason Bagley, this series uses provocative questions to mine the Big Ideas That Work Engines for repeatable creative tactics that can help answer them.
This time, we’re asking:
How can we unlock a benefit the audience already has?
Here are five campaigns that probably were not thought of by asking this question and some related follow-ups, but they could have been...
- Activate an existing entitlement
- Redirect an existing allowance
- Repurpose unused capacity
- Redesign around a legal classification
- Turn a legal distinction into a promotion
1. Activate an existing entitlement
Translate an overlooked right into something the audience actively wants.
Save the Day · Grupo Pulsa · Publicis Brasil · 2026
Brazilian employment law already gives eligible workers paid leave after donating blood. Grupo Pulsa connected that little-known entitlement to something gamers value enormously: being free on the release day of a major game. The campaign did not fund a new reward. It translated an existing legal right into launch-day playing time, then built a gaming calendar around the dates when that right would feel most valuable. Blood-centre attendance rose by 14.3%, while donations increased by 13.6%.
The question that could have produced it:
Which overlooked right would become far more desirable if we translated it through an audience passion?
The creative move: Unlock Hidden Value → Creative Commerce Engine
