With the goal of changing social behavior in a megacity on behalf of one of Unilver’s most loved brands, we immediately jumped at the chance to let our minds run free with a cause we care tremendously about – creativity in education. Which is a big problem in places like Singapore – who are waking up to the reality that creative minds make better leaders. With the help of some imagination, a partnership with CCE (Creativity/Culture/Education – a UK charity), and a bit of ice cream – we asked parents one important question:
Why be vanilla?
My creative partner and I executed this idea on a variety of platforms, all aiming to encourage creativity in and outside of the classroom – with the aim of making creativity not an extracurricular activity, but a core element in young Singaporean’s everyday lives.