Have you ever had a truly inspired idea as part of a pitch, only to have it die an unceremonious death like so many that came before it?

If so, here's a story that might give you some hope:

Rob Lambrechts was in that exact situation a few years ago, when, as part of a new business pitch, the Pereira O’Dell creative chief floated the idea of a book that merged the worlds of art and cannabis. The prospective client didn't bite.

But when he ended up chatting with a book publisher, the idea came back into his head, and this time it was an instant hit.

The result is High Art, a book about how to pair different types of cannabis with the art world's most famous works and movements to help you understand them in new ways.

You'll definitely want to read all about the project, even if you're not one to blaze and gaze at MoMA.

“It was passed over by a brand, but it still had potential and power,” Lambrechts tells my Adweek colleague T.L. Stanley. “That’s a lesson learned. We’re in the ideas business, and even if one person doesn’t like it, that doesn’t mean it’s a bad idea.”

Have you resurrected any "dead" ideas and given them a new lease on life? Tell me all about them at the email below or at @Griner on Twitter.

David Griner
International Editor, Adweek
David.Griner@Adweek.com

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