The first strategic idea for driving traffic to a book store is to invite a popular author in for a book signing.
The hundredth strategic idea is to put QR codes in selected books for one month that lead to a microsite where readers can enter a 250-word essay about what they love about a popular author’s work to win all her books and have the author announce the winner (based on her judgement and number of votes) at an in-store event where all entrants get a discount on any purchase when they show the coupon code they received after contest entry.
The first creative concept for dishwasher soap is a homemaker holding a sparkling wine glass up to the sun.
The hundredth creative concept is the award-winning ad below from Lowe Indonesia.
Go simple with strategy. Go deep with creative/execution (not complicated, deep).