The idea for one of Big Coat Productions’ most successful series, Love It or List It, came from a very personal place.

Over a decade ago, CEO and executive producer Maria Armstrong was trying to decide if she should renovate her current home or move out altogether – one of those conundrums that may be trifling in the bigger picture of life but is often agonizing for a homeowner at the time.

That experience eventually evolved into a pitch idea for Love It or List It, now currently in its sixth season on W Network in Canada and its 10th season on HGTV in the U.S.

“[A series concept] resonates with the audience more when it comes from an experience that is personal. If I’m experiencing it, then someone you know is experiencing it,” Armstrong told Playback Daily in a joint interview with Big Coat Productions president Catherine Fogarty.

Looking to mimic the success of that origin story, Big Coat is now reaching out to the public for ideas and pitches for the next unscripted series it will develop.

Starting Nov. 24, “What’s The Big Idea?!” is asking Canadians from across the country to submit ideas for reality series or to pitch themselves or their friends as the stars or hosts of a new reality series.

The prodco is also launching an extensive marketing campaign to attract submissions, including print and digital ads and promotion via social media. The competition will also accept submissions from people who are already involved in television and media, as well as students studying television or media and communications.

If a pitch submitted through the campaign is greenlit to pilot by a network, the creator will receive a $2,500 prize. If the concept goes to series, the creator would receive a $10,000 prize. If someone submits an idea for a host or subjects for a reality premises and it goes to series, the same prize money would apply.

If a series does go to pilot or series, Big Coat would retain all the rights. The creator’s involvement in potential series past the submission stage would depend on how involved they want to be in the project, as well as their own experience in the industry. The amount of ideas the prodco will pursue will depend on the quantity and quality of submissions, Forgarty said.

“We could get 500 submissions and one rises to the top, or we could get 500 and we love five,” Forgarty said.

Armstrong said the budget for the campaign is about $50,000, which does not include the costs of the prize money. Still, she believes the investment will pay off in the long run as the prodco seeks to develop more shows and formats that can draw in audiences from around the world.

“We really feel strongly that it is a worthwhile investment, because we feel that we will find ideas that will generate and translate into new programming,” Armstrong said.

Photo: Maria Armstrong (left) and Catherine Fogarty (right)