Nimo Awil, Senior Creative at Poke and Judge at D&AD Awards 2019, explores where great ideas come from and if we genuinely need a way to define them.
‘What makes an idea great?' is an age-old question that's probably been kicking around since the dawn of the industry itself. It's one I've never really been able to answer outright, even now after over eight years doing this wild ride of a job. While it may be impossible for me to define what makes a great idea, I have learned to tell when I'm looking at/experiencing one. Something is often stirred within, regardless of the tone (funny/informative/punch-in-the-face impactful), that's basically me connecting with whatever that work is trying to accomplish. I'm less swayed by how cool or hilarious something is if I don't feel like it has a soul to it. Ideas with soul aren't forced or manufactured. They're effortless, not necessarily in execution but in how they're received. You get it and you get it quickly.