The devastating earthquake on 22 February 2011 destroyed much of Christchurch’s central city. To create an effective redevelopment plan that government would approve, the City Council needed wide public participation. So we created the concept of getting everyone to share their idea. First we came up with a catchy name (‘Share an Idea’) and brought it to life with a bright, colourful brand identity. We took the message to market and created a website which became a forum for people to post up their ideas. The campaign attracted a huge response, with over 106,000 ideas shared in just 6 weeks.