Summary: How many times has this happened to you? A client asks for something different, something “out of the box,” an expression overused primarily by folks who don’t know the inside of the box from the outside, but makes them sound as if they do. This is the assignment we all want, right? Where we can show off our creative chops and render copy with a clever quotient sufficient to gain industry accolades and an upward adjustment of the hourly rate.