where ideas come from.

i woke up at 2 a.m. with my best idea ever. okay, maybe not ever ever. but a really good one. for a concept i'm working on at work. i needed to write it down before it was gone.

so found all that was available. a box of claritin. and a pen.

i wrote the words: spoons. suicide. digging in.
i wrote them in the white space.
and then i drifted off. and imagined it as an entire campaign.

this idea had LEGS, people. long ones.

until i woke up four hours later and realized that i had written down the dumbest, most off-brand, off-strategy, off-brief idea ever.