Creativity is often hailed as the answer to all our problems, but in reality creatives don’t often get the chance to tackle the big issues – things like infrastructure, city planning, and people’s day-to-day wellbeing. Brands might think they’re making a difference with some of their more socially-focused campaigns, but generally speaking, they’re not effecting change at any large scale either.
So when an opportunity comes along to take creative ownership over an entire city – or even a country – it’s no surprise that people jump at the chance. One of these people is ex-Googler Steve Vranakis, who left his role as Executive Creative Director at Google Creative Lab last year to take on an impressive new job title – that of Chief Creative Officer of Greece.
“What would happen if a country had someone to help guide the government creatively, from a design and creative perspective, across ministries like energy, agriculture, technology and tourism, and then put that together into a really compelling country narrative?” says Vranakis, of his new role. “Stuff only exists because somebody decided it and made it up. Somebody decided that governments should work in a certain way, with a certain type of people and backgrounds. But when we see all the things that can happen via creativity, you then realise the requirement for people from a creative background.”