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SHELL CREATIVITY BOOST: PASSION FOR

Situation and question

How to use our creative talents in communicating with our target groups? Michael Megarry - Global Head of Communications Learning of Shell International – asked us to lead a training experience on creative communications, part of the CX Leadership Programme for key communicators held in Lagos, Nigeria.

Program and effects

The Creativity Boost combined the ranking of creative ads on its effects (logical, visual or emotional), discovery of hiddden creative talents within the team and a creativity challenge in dreamteams focussed on a real life case.

Michael Megarry: “Scored 4,6 on a 5 point scale on overall performance. Very good. Or, as one of the participants put it: Very unconventional session that brought out the song and dance (creativity) in us. Absorption of the audience identification and segmentation processes were reinforced by the practical fun-filled session. Pointed me in the direction of thinking creatively. Funtastic.”

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caseshellcube

Above: the cube as used in the program, for rating creative ads on their effectivity

A*Team

Harold Smits
Dorien Lathouwers

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