Innovation: Pervasive creativity

Tham Khai Meng
Ogilvy & Mather

Creative innovation requires a working environment that awakens creativity in everyone in the organisation, encouraging what may seem silly ideas. That is how awarded campaigns such as 'The Return of Dictator Ben Ali' and 'Dove Ad Makeover' emerged.

In December 2010, a man in Tunisia burned himself to death in protest at his treatment by police. What followed was an extraordinary year as pro-democracy rebellions erupted across the Middle East, a turn of events that became known as the Arab Spring.

It was around this time that Memac Ogilvy & Mather Tunisia received an urgent request from Engagement Citoyen, a non-profit organisation bent on nurturing Tunisia's democratic awakening. Tunisia's democracy was in danger of being smothered in its crib due to widespread apathy. They needed Ogilvy's help to turn disengagement into participation.