Aurora Magazine

The bigger idea

To be effective, big ideas have to be rooted within the brand’s values.

Murtaza Shakir, Executive Creative Director, Lowe & Rauf Pakistan, shares his favourite ads.

Umair Kazi, Partner, Ishtehari shares his favourite and not-so-favourite ad campaigns.

Making a big idea big takes more than getting a celebrity to sing.

If imitation is the highest form of flattery, what about that slippery surface in the business called 'inspiration'?

Exploring the meaning of the big idea and its application in Pakistani advertising.