Google has launched probably its most ambitious project to date. As part of the Project 10 to the 100th, the search engine company (which is rapidly changing into a company that defies definition) is calling on everyone to submit ideas to change the world. Throwing in $10million to bring these ideas to life, Google is clearly putting other CRS campaigns to shame as only they could and living by their motto of ‘Don’t Be Evil’.

There are no rules aside from the fact that ideas must fall into one of the stipulated categories: Community, Opportunity, Energy, Environment, Health, Education, Shelter and Everything Else because ’sometimes the best ideas don’t fit into a category at all’.

As a PR, I’ve lost count the number of times truly great ideas from either a campaign or social responsibilty perspective have been rejected by senior figures and clients due to budget restrictions. Taking the over-used buzz of ‘blue sky thinking’ rarely comes without caveats that further down the line, the idea will be ’streamlined’ or just dropped.

So this is a call to all those marketeers out there who spend their days dreaming on behalf of their clients. You have a new client with a $10million budget and you can do anything you want, so long as it changes the world for the better. Now that’s what I call a brief!