The kids are creative

The Ideas Foundation’s I Am Creative initiative works with schools and brands to provide live briefs to secondary school children, introducing them to the advertising industry along the way. In its latest project, E.ON asked for ideas to motivate communities to save energy

The Ideas Foundation’s I Am Creative initiative works with schools and brands to provide live briefs to secondary school children, introducing them to the advertising industry along the way. In its latest project, E.ON asked for ideas to motivate communities to save energy

Established ten years ago, the mission of the Ideas Foundation is to increase diversity in the advertising industry by working with schools on education projects, running workshops to encourage students to consider advertising as a career and delivering work experience, internships and apprenticeships in advertising to provide a pathway to that career. I Am Creative aims to enable students to discover the creative skills and interests they never knew they had, whilst educating them about the career choices those skills offer them.



The Ideas Foundation works with brands to create a range of ‘live’ briefs (see current list here). It will then organise two sessions with participating schools. In the first, Ideas Foundation workers and volunteers from the ad industry come into the school to run brainstorming around the brief and to introduce the basics of advertising. In a second, follow-up session, the students present their ideas. A winner, or winning team, for each brief is chosen by judges from the industry. They receive £200 of high street vouchers and a place on the Ideas Foundation’s ‘progression group’ The Ladder through which they receive further information and support about the industry so that “they get a head-start to getting into the creative industries, beginning with an all-expenses paid Progression Day hosted in London”.

The E.ON brief asked students “to create a campaign to help motivate your community to save energy. Your idea can come in any shape or form. You could organise a event, poster campaign, or something completely original! It is hoped that your idea will make a real different to people’s behaviour in order to protect the planet.

“They don’t just want people to notice the campaign, E.ON want them to change the way they use energy in their daily lives as a result of your idea. You will need to think about how people’s minds work in order get them to change their behaviour. By identifying a target audience within your community you will be able to tailor your campaign to maximise your message and make a real difference to the future of the planet!”


The winners of the latest brief are Chelsea Jenks, Olivia Mathews, Sarah Voce and Madeline Prendergast, who are all Year 9 students (age 13/14), studying Design Technology, at the George Spencer Academy in Nottingham. Their idea proposed a human-sized hamster wheel that, once spun, would charge a mobile phone.



The hamster wheel would tour around different areas of the UK including schools, music festivals and E.ON stores, informing people about the amount of energy required to charge their phones. Their slogan ‘Spin til it Hertz’ was loved by all the judges who also commented that he students were incredibly professional in their pitch creating a short film to introduce their idea (see above), 3D drawings and a model hamster wheel to demonstrate their designs.



Runners-up were Christopher Mee, Ioana Berceanu and John Nshimiye, who are in Year 13 (age 17/18) at Nottingham Academy. They created a campaign targeted at families within which was an interactive poster asking the general public to switch off a giant switch. In doing so, the poster would reveal an interesting fact about energy consumption.


This group also considered how the campaign would work within the Nottingham E.ON store, designing T-shirts for staff to wear, which they handprinted for the panel of judges to see.



CR recently went along to a London school to watch an I Am Creative session in action. We will be reporting back on the project in a future issue of the magazine.




CR in Print
The January issue of Creative Review is all about the Money – well, almost. What do you earn? Is everyone else getting more? Do you charge enough for your work? How much would it cost to set up on your own? Is there a better way of getting paid? These and many more questions are addressed in January’s CR.

But if money’s not your thing, there’s plenty more in the issue: interviews with photographer Alexander James, designer Mirko Borsche and Professor Neville Brody. Plus, Rick Poynor on Anarchy magazine, the influence of the atomic age on comic books, Paul Belford’s art direction column, Daniel Benneworth-Gray’s This Designer’s Life column and Gordon Comstock on the collected memos, letters and assorted writings of legendary adman David Ogilvy.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.

More from CR

Putting the H into Harvard

A new identity for the Harvard University Press by Chermayeff & Geismar ditches the imprint’s old seal device in favour of a mark in which six rectangles create a capital H

Citizen Ken

As a book celebrates his working life, Ken Garland reflects on sixty years of ‘structure and substance’ as a graphic designer, writer, teacher and photographer

Jamie Lidell’s custom-built projection mapped cube

The new video for Jamie Lidell’s first single from his forthcoming eponymous album sees him performing in a projection mapped cube custom made by Flat-e for Lidell to control himself using a motion control mic and stand…

Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency