Why not take it to the next level and do a whole campaign like that ? Even ... a whole company ? Called [name to be found by market study], doing [TBF by customer survey] using [TBF by best practices review]. Or by an evolutionary algo :)
It all depends on your 'soup' you start with. Online advertising is a perfect example of punctuated equilibrium: big ideas that get gradually refined, until the highest return on investment comes from creating another big idea.
