The creative interpretation of the motto of Draftfcb ‘Return on ideas’ in order to create relevance for clients and agencies.Solution: Explain the reasoning behind the project solution and describe any cultural references that may not be understood without explanation. A successful idea is the product of many parts. Most important: instinct and the belief of all those who stand behind it.These elements cannot be verified with facts and figures. The films Stone&Stone ‘Fire’ and ‘Wheel’ show that enjoying the ‘Return on ideas’ means believing in its vision regardless of what some may say.Both viral films “Stone & Stone” were posted on the German Draftfcb website, as well as on YouTube. From there, they were independently linked to other, international advertising websites and blogs.As of yet (15.04.08) the total click rates on YouTube for the Stone & Stone “Fire” Film are 20,812.Below are the click rates and names of sites sharing this film:1,091http://www.brainstorm9.com.br/1,014http://www.milkandcookies.com/link/88661/detail/795http://blogs.nokia.com/blogs/menzies/2008/02/consume...510http://www.scaryideas.com/video/5335/163http://www.brainstorm9.com.br/2008/01/16/grupo-de-pe...