This was a brief rooted in transformation.
It was a planner's dream brief. It was an opportunity to see how far the role of planning could stretch. Our influence didn't stop at communications; it shaped product design, branding, customer experience and marketing. It was a chance for us to be entrepreneurial, influential and to ultimately solve a real-world problem by thinking differently.
The brief was: Inspire the next generation of British scientists by transforming primary science teaching.
This paper demonstrates how we took the brave approach by challenging the norm at every stage. Instead of championing science, the obvious approach, we chose not to mention science at all. Instead of creating a 'teaching' solution, we launched a new consumer product and brand. And instead of marketing it within the tightly defined rules of the education world, we adopted strategies from the world of behavioural science.