Three campaign routes from one brief

This prompt takes an agreed brief and returns three campaign routes, each resting on a different idea. Every route comes with the idea in one sentence, the mechanism that produces the next piece, a campaign line and two alternatives, and what the pictures look like. It also shows how each route reads as a small square on a phone, where it runs best and worst, what it costs against your limits, and how it could fail. Last come a recommendation and the safest route. They are often different.