To extend the industrial theme, show the creative idea.

延伸产业主题，展现创意的理念。

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However, except in the case of Bridges, which are often considered to be pure engineering, it is usually the architect who gets credit for the creative idea.

然而，桥梁是个例外，因为建桥通常被认为是纯粹的工程技术，往往建筑师因创意而载誉。

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But once that flame is lit, the level of heat generated by the campaign is entirely up to the potency of the creative idea.

FORBES: To Generate Heat, Advertising Must Light Fires

All of it called attention to this 3% problem in a way that hit me, perhaps appropriately, right in the groin: the creative idea is suffering as a result of this 3% problem.

FORBES: Advertising's Biggest Problem: The 'Other Half Of The Sky' Is 97% Dark

The injustice to the creative idea itself.

FORBES: Advertising's Biggest Problem: The 'Other Half Of The Sky' Is 97% Dark