Is your idea big enough?

How does your idea work across different mediums?

How can you take your core thought/benefit and express it as many ways as possible and still engage people?

It's not just about making a big splash, but being able to make the same big splash in several different areas and different ways.

Here's a really interesting campaign mixing mediums and technology.
(Read more at Mashable)

If your idea can't turn into three or more print ads, a few TV spots, radio, online engagement (Facebook/Twitter etc), mobile engagement and out of home then you're idea isn't shit.

Start over and think bigger.