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Russel Howcroft and Alex Wadelton’s Right-Brain Workout Returns with a Challenge
26/11/2020
Group745
Advertising Agency
Melbourne, Australia
21
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The virtual challenge from Hardhat is designed to help Aussies workout their imaginative muscles and uncover the creative genius within us all
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​Draw the creature that steals all the socks from the washing machine. Design a shoe that could be used to climb up the side of a ship in a storm. Questions like this are what participants can expect to be asked in advertising power-duo’s Russel Howcroft and Alex Wadelton’s new 14-day right-brain workout challenge, 'The Right-Brain Kick-Off', launching 1st December.

Coinciding with the release of the new book, 'The Right-Brain Workout 2', the immersive two week challenge will test the nation to get more creative. The launch of the Penguin Random House book is the second in the series, releasing on the one-year anniversary of the launch of the wildly popular first volume.

The 14-day virtual challenge is designed to help Aussies workout their imaginative muscles and uncover the creative genius within us all.

Participants will be met with a new question to their inbox daily, posed by some of Australia’s most creative people from the worlds of comedy, art, advertising, music, literature and photography. With a 24 hour cap to get creative, participants are encouraged to share their answers via Instagram story and visit The Right-Brain Workout Instagram page and website to see how others tackled the task.

Russel Howcroft, co-founder of 'The Right-Brain Workout' said: “We need more creativity in the world. With robots and AI having a bigger presence by the day, people have a duty to themselves to stay ahead of the pack. So, what better way to kick that off than to have a workout for your creative side?”

“We are really excited to take 'The Right-Brain Workout' to the next level." added Alex Wadelton, 'The Right-Brain Workout' co-founder. "Having these workouts in a digital format will unlock so many fun possibilities for creativity, and for people across the nation to share their creative genius with each other.”

Creative agency Hardhat are also partners in the right-brain initiative, and has developed the campaign and creative assets that accompany it. Sign up to the 14 day challenge here.


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