When undertaking a communication campaign, the aim is to structure a main idea or central theme. This process generally involves creating various sketches, some more elaborate than others, such as drafts, mock-ups, or animatics, in order to arrive at the final version of the advertising message to be broadcast. Henri Joannis addresses this notion using the term “evocative concept,” describing it as an idea that, in the most concrete and effective way possible, evokes in the consumer the feeling of satisfaction that motivates them.