A good idea has to sell. Simple as that.

We at Orange Studio believe that an idea comes from understanding our clients, their products and their market. We take calculated risks to build strong, memorable messages. Execution is vital but everything starts with that one good idea.

What is a good idea? In our view, the only yardstick is whether it works or not. Here are some examples of ideas that work:

• Two ladies wearing kimonos play a game of go (Japanese reishi supplement).

• Shots of a Mercedes S-Class, accompanied by a string quartet in the background (Mercedes).

• A poignant series of short films about the tragedy of domestic abuse (Lower Mainland  Family Service Society).

• Two loving sea otters frolicking in the water (Vancouver Aquarium).

• A stirring depiction of an organization that provides eye care programs for impoverished women and children in the forgotten corners of our world (Seva Canada).

These ideas worked. They won us recognition and awards, but most importantly won us the respect of our clients.