It is clear, the creativity with the most impact is the one that features solutions to the world’s most pressing challenges and showcases purposeful actions for a greater good.

Campaigns such as BGV’s The ticket shoe, Decisions, Scandal, Flint is a place, Escalating GIF’s and Free Democrats Dark Diaries, all of them awarded in the last edition of the ADCE awards, are great examples of this kind of creativity. They all put social impact first and aim to tackle real-world problems of different scales: from fare eviction (BGV’s The ticket shoe) and bullying (Escalating GIF’s), to the problems of representation in social media (Free Democrats Dark Diaries), to poverty and violence (Flint is a place), racism (Scandal) and war (Decisions).

Nevertheless, this kind of creativity is still minoritary, and therefore it is a priority for the creative industries to foster it.

With this aim, the second edition of our Creative Incubator, a programme launched by ADCE in collaboration with Pi School, will be focusing this year on defining a creative standard, a process that will enable upcoming generations to use creativity and design to apply solutions to real-world problems that go beyond communication campaigns.

The programme will consist in three independent modules which will be held in Rome, Barcelona, and Berlin starting this March, and ADCE and Pi School are offering 90 grants to selected applicants covering 80% of the program fee.

The first module will take place in Rome (28-30 March), in the unique learning environment of the Pi School Villa. It will be led by Conn Bertish, an internationally awarded creative director and the founder of Cancer Dojo; Axel Quack, Strategy Director at frog; Rey Andrade, Creative Director at 72andSunny;  and Jamshid Alamuti, co-founder and CEO at Pi School. Each of them will be bringing different approaches to the table, with high expertise in diverse fields of the creative industry.

The second module will be hosted in the home of ADCE at the Disseny Hub in Barcelona (6-8 June) and it will finish in Berlin (5-7 September), at the University of Applied Sciences.

Similar to the previous edition, the results of the Creative Incubator will be presented at the 6th ADCE Creativity Festival, in Barcelona, and a white paper with concrete guidelines will be available for download.