MEET THE GENIUSES

The brief:
ADC Germany wanted to promote the ADC Festival 2024 under their motto, ‘Change the world with creativity’.

Cultural context:
With Artificial Intelligence becoming more prevalent, people are doubting the role of creatives.

Our idea:
To showcase the importance of human intelligence in creativity, we decided to celebrate not just world-changing ideas but the people who came up with those ideas.

Execution:
Meet the geniuses who change the world with creativity – a print and outdoor campaign that highlighted the minds who invented new, creative ways to help the world. They were photographed in the iconic ‘Einstein with his tongue out’ pose to make the genius connotation instantly recognizable.