There are many things to say against focusing on big ideas: It’s better to develop many small ideas and scale the successful ones up, it’s more important to create as many connection points as possible and not just one humongous connection hub. Still, sometimes agencies develop concepts that are bigger than big ideas.

As part of an effort to help Vestas sell more wind turbines, Droga5 developed WindMade, a product label that will help us make informed purchasing choices baed on whether the goods were made with clean, sustainable energy. It’s bigger than a big idea or any huge campaign: It’s an NGO developed by an advertising agency.

Projects like this convince me more and more that the right kind of creative thinking can underwrite amazing technology and help people to change their behavior in admirable and sustainable ways. That’s why this is the amazing and inspiring time in advertising. And that’s why we should continue to care about advertising.