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ADCE Presents White Paper of Key Findings from Creative Incubator 2019

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The report contains the results of last year’s Creative Incubator which explored how creativity can be used for a good cause

ADCE Presents White Paper of Key Findings from Creative Incubator 2019

ADCE and Pi School, the promoters of the Creative Incubator, a think tank that wants to be a space for creatives to debate and experiment new creative solutions for the sector, presents the second ADCE White Paper.

With the name ‘Using creativity to solve relevant problems of our community, society and the world by transforming ideas into high impact actions’ the document questions if creativity can do more than power a great campaign or produce an entertaining movie and if it could be used, instead, to solve real, relevant problems in our society. The program aimed to come up with models to use creativity for good causes, and in doing so it questioned the very concept of creativity.

Re-defining creativity

One of the most revealing outcomes of this White Paper is the realisation of the different ways creativity is understood. In a programme with 80 participants from more than 20 countries and from different creative backgrounds, it was key to realise that in order to understand the concept better. Participants also realised the importance to ask what is creativity for ourselves and for our organisations and, if we want to have a positive social impact, redefine creativity with a purpose, outlining the range of activities with which we can drive this positive impact.

The paper then points out that creativity is more than talent and defines it as an attribute belonging to each and every human being. It is intuitive, instinctive and natural. But it goes beyond humanity and can be observed within the natural world and in many other life forms. Accordingly, summarises the document, it is our duty as humans to proactively put creativity to use in the journey to save our kind and other species, if not the entire planet. One of the most interesting points of the paper, though, asserts that applying creativity to a social purpose can lead to its instrumentalisation, so we have to make sure that creativity with a purpose is well crafted both in terms of its quality and its social impact.

Transforming ideas into action

After re-defining creativity, the paper points out three possible models participants worked to conceive new ways of applying creativity to transform ideas into high-impact actions. These models are 1) Animalising Creativity and using creative assets more instinctively, more naturally and with much more focus. 2) The Empathy Gap Index: a project that combines the use of data with an application of creativity to address the gap between different opinions within society and indicates when actions need to be taken. 3) The Reverse Creative Path: an approach that examines how ‘childlike’ intuitive attitudes and approaches could be used to unleash creativity within an individual or organisation.

Alongside these practical models, participants also produced a series of manifestos, that the paper summarises to process their findings, impressions, ideas, beliefs and conclusions. ‘We need to purify our goals, we need to genuinely stand up for our beliefs and most of all, we must take on responsibilities as creatives in society’, writes one participant and adds: ‘Check if your ideas contain prudence, justice, temperance and courage. See if those ideas deliver faith, hope and charity’ 'We should explore -and possibly design- different creative economies. A lot about creativity - especially design disciplines - falls into the scope of belonging to systems of exchange, for example the economies of movement or the economies of information.', proposes another participant.

2020 Creative Incubator

Vienna, Rome and Lisbon will host the next edition of the Creative Incubator, a set of workshops funded by the EU-Creative Europe program. This year, the community of creatives will focus on the impact creativity can have on the implementation of conscious business culture. Participants will look at how the future business models and organisations can only become sustainable and successful if they manage to serve a higher purpose, while this core value should not contradict making a profit. It must benefit not only shareholders but all stakeholders involved, including our environment and community.

The program starts in Vienna (5th-7th March), it then moves to Rome (4th-6th June), in the unique learning environment of the Pi School Villa and finishes the incubation journey in Lisbon (September).

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ADCE (Art Directors Club of Europe), Thu, 30 Jan 2020 15:01:51 GMT