Product / ServiceED TECH PLATFORM
CategoryA03. Video / Moving Image
Idea Creation BBDO INDIA Mumbai, INDIA
Media Placement M/SIX Mumbai, INDIA
Production R.A.T FILMS Delhi, INDIA
Additional Company WHITEHAT JR Ground Floor, Chromium, Jogeshwari - Vik, INDIA


Name Company Position
Josy Paul BBDO India Pvt. Ltd Creative
Akashneel Dasgupta BBDO India Pvt. Ltd Creative
Shinjini Banerjee BBDO India Pvt. Ltd Creative
Jagpal Singh BBDO India Pvt. Ltd Creative

Describe the creative idea

WhiteHat Jr #CreateLikeaChild Inspire a makers movement rooted in our brands purpose and empower a generation to express their natural destiny to create. Because when children create something they gain confidence to remain creators for life. White Hat Jr, a pioneer Ed-Tech platform was born from Karan Bajaj’s realization that ‘Kids are born creative, but as grow up we lose it”. The purpose of WhiteHat Jr was to nurture this ‘natural creativity’ amongst kids through coding and programming languages. The focus of the program was on ‘building’ not instructional learning unlike the category. Thus as a brand we sought to change the perception that tech skeptic parents in India had about technology and coding and their negative impact over formal, conventional learning. We wanted parents to encourage the creativity and curiosity of their children to 'make' and channelize their imagination.

Describe the execution

The movement was launched with a social experiment that highlighted the difference between the young creators and the parents and celebrated the truth that children were born to create, imagine and make. We got a group of children and their parents together and gave them a playful project. They had to use the materials in front of them and draw whatever that came to the mind when the heard the word ‘alien’. While the parents and children sat back-to-back without a view of what the other did, each of them was given time to explain their own masterpiece and their thinking behind it. The moment of realization for the parents was the free spirited, free flowing imaginative and extremely creative possibilities their children had come up with and how starkly different it was from theirs. Brand Relevance The film didn't sell the platform but rather showcases the point of view that the brand had about the little creative geniuses the children were. It highlighted t he world of possibilities that could open up if we encourage children to create. The film was a long format film which was launched on digital and social media to do maximum justice to it. The campaign was amplified with key personalities and influencers across other media. The social experiment was as real as it could be, the surprise, the admiration and the moments of realization of the parents brought to life the thought that we began the journey with ' Children lose their creativity and uniqueness as they age!’ The film was launched on 2nd August 2021


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