What's the Big Idea? is an annual pitch competition held by the Knoxville Entrepreneur Center. It celebrates new ideas, hard work and high energy culminating in one spectacular judging weekend where the community can come out to hear 7 different pitches and see one winner take home $10,000 to start their business. The campaign for 2024 was a new concept that celebrates the frenetic energy of that weekend and the craft that goes into a good business idea. The campaign references KEC's brand in the colors and use of grit while bringing a brand new energy with funky duotones and font combinations reminiscent of Art Chantry.