Science is boring. Till it’s not.
We got a problem: Kids are excited about most things.
Molecular science is rarely one of them.
TITAN cement company and the Greek National Center For Scientific Research "Demokritos" wanted to set up an exhibition that would inspire children to get to know more about science and become actively involved. That sounds awesome and it actually is, but talking about molecular fusion and the constituent of chromosomes is a big challenge when your audience has the attention span of a 9 year old.
Our creative mates in Caparo Design Crew got the assignment, to turn an educational exhibition into an exciting experience, and asked us to give them a hand with the naming and the conceptual approach of the whole thing. We are soooo glad they did.
LET'S SOLVE THIS
Children are quite challenging audiences considering their tough-to-maintain focus and their collective denial of the typical "lessons." But unlike adults, they are still strongly motivated by an instinct that is the cornerstone of Science: Curiosity.
To attract their attention, we had to show that there is a place where the biggest questions are answered in a way that goes beyond imaginary.
“DOCTOR WHY? and the Superpowers of Science" were to become the tour guides on a journey full of mysteries and their answers, but also to the incredible possibilities that science, knowledge, and technology offer us.“DOCTOR WHY? and the Superpowers of Science" were to become the tour guides on a journey full of mysteries and their answers, but also to the incredible possibilities that science, knowledge, and technology offer us.
The name and a whole ecosystem of characters were designed using narratives familiar to children such as Fairy Tales, Space Adventures, Cartoons and Science Fiction. This led to a learning experience in which hundreds of kids would immerse themselves while having pure fun.
Not your average day in school, right?
Update: The exhibition turned out to be such a great success that led the organizers to repeat it in multiple cities across the country.
It was also awarded in several marketing and communication festivals including the world wide prestigious D&AD.