It didn’t take long, actually just a day, that the net community celebrated the bizarre attack on George W. Bush with a shoe in a press conference. Many flash games popped up, one of them http://www.sockandawe.com, where you naturally have to throw shoes. Many brands nowadays react quickly as well on happenings in their context, bringing quick reactions and being part of the discussion topics. Some parts in the advertising community even feel that quick reactions replace the big idea, a big concept, while others just believe in the big idea. To my opinion brands should follow naturally both paths, no need to have a hassle quick idea or big idea.
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