In order for a creative message to be considered a "campaign":

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A campaign typically includes multiple executions, which can include variations of the same message or different messages that are all tied together under a common theme. This helps to reinforce the message and create a lasting impression on the target audience. While a new creative idea can certainly be a part of a campaign, it is not necessarily a requirement. Similarly, including many products in the mix is not necessary for a message to be considered a campaign, and the concept of scientific proof of longevity is not applicable in this context.

In Order for a Creative Message to Be Considered a "Campaign