Three fundamental questions to answer before a good idea can be a viral idea:
1.) Would anyone with no interest in this product care about the idea? It needs to hold a human truth that transcends what the agency or client thinks is good.
2.) Is it new? There must be a hook that makes you want to explore and share.
3.) Does it help express something on behalf of an audience in a way that they can’t? It should help them articulate love, loss, hope, fear, or hope, etc, to their friends and family.