Reflection – Learning Launch – Creative agency challenge 

 Challenge & Selection 

 I work in an advertising agency and I often have to do an activation for a brand that wants to create awareness and   retention on the market towards consumers . 

 In my specific case , we had to create , for a famous brand of sparkling drinks , an installation to show to the public   during the design week in Milan . The brand wanted to launch a light product on the market and the goal was to   connect this lightness to the world of design . The project was very complex , since we had no way to make   attempts and tests during the weeks before the event .   This installation was , in a nutshell , the creation of a new   place where consumers could discuss design issues while drinking this new drink . All in a " lightness " environment . 

 The project had to be created in four days and the installation had to be ready to be installed in an urban context   for a week . In the agency we were a lot of creative people focused on the project and there were a lot of ideas .   The client , on the other hand , had already had the opportunity to try a similar idea created , the year before , by   another agency , but this idea was very generic and had little impact on customer . 

 Our team had never used design thinking tools , so I decided to propose the use of the learning launch , even   though we had to create the new lightweight design concept and we had to create a prototype of the installation   in a different place from the final event . 

 It was seen as a very challenging idea but everyone accepted . As is well known , the learning launch allows to test   key customer , execution and defensibility assumptions , following a simple process : finding an idea that can solve a   specific need of a defined person , that causes pain and must be solved . This approach allows to verify if the idea   meets the need in the best way compared to competitors . 

 The challenge , in this case , concerned two aspects : to make the concept of " design in lightness " without making   the concept simplistic , and how to graphically develop the installation . 

 Application 

 For our first learning launch , we focused on the concept of lightness applied to design . Starting from our   target group , people of a certain age worried about not always feeling up to it and wanting a simpler   life , we hypothesized that the basic idea could be : do n't take yourself too seriously . Surely this allowed   these people to feel less guilty , living life more lightly . To avoid the classic phenomenon of confirmation   bias , we found everything that could refute this idea , but from the data collected we had confirmation   that this would have been the right choice . The target in fact was not young and energetic , able to be   flexible and not inclined to obey social laws , but a mature target who feels very strong the weight of   responsibility . 

 We decided to set up our working group with people from different backgrounds , with two people   ( Kate and Daniel ) sceptical and not very optimistic about the project . This allowed us to refine the idea   more and more . We took a very large pool of consumers ( women , 40 - 50 years old , Italy ) and this   allowed us to be accurate both qualitatively and quantitatively . 

 Given our main assumption we had the confirmation that our people do not want to take themselves   too seriously , and want to live life not up to expectations but up to their own desires . This idea was   scalable and declinable in many aspects , such as design . The idea that would have led to this connection   between these two distant worlds would have been the “ mix and match ” . So we tested this idea by 

 taking a pool of consumers ( 50 people ) as a target and , in a one - day workshop , we had them apply the   idea of mix and match to the table , to home furnishings , to clothing . At the end of the test we asked :   how much lighter do you think design is if you do n't take yourself too seriously ? The feedback and   ratings were all very high . 

 So we decided to make the second learning launch , proposing an installation for the design week : two   designers who in real time are inside a glass box creating a mix and match place ( like a mise en place or   a home environment ) . We asked the same question at the end of the experiment . And we realized we   were on the right track . 

 Insight & Approach 

 By applying the learning launch tool , our team was able to test creative assumptions that would   otherwise only remain generic . We managed not to focus on an individual idea through collaboration .   We avoided giving much value to our idea just because it was our idea . We clearly had the costs and   time frame in mind , and we could have made a mistake without wasting so much time and money . We   understood the value of anticipating the results , without expecting failure in the creation of the work . A   more agile process led to a more agile , dynamic result . 

 This approach will certainly be used for other projects conducted by our agency . I am curious how this   tool can also be used to solve problems within the agency . Linked to system architectures or HR system   innovation in general . Since the goal is not to show that you have had a good idea but that you have to   find the truth and it will be the one to confirm or not the assumption , we will have a much more   collaborative environment and focused more on the " journey " than on the " destination - result " . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Kate, Daniel
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection – Learning Launch – Creative agency challenge 

 Challenge & Selection 

 I work in an advertising agency and I often have to do an activation for a brand that wants to create awareness and   retention on the market towards consumers . 

 In my specific case , we had to create , for a famous brand of sparkling drinks , an installation to show to the public   during the design week in Milan . The brand wanted to launch a light product on the market and the goal was to   connect this lightness to the world of design . The project was very complex , since we had no way to make   attempts and tests during the weeks before the event .   This installation was , in a nutshell , the creation of a new   place where consumers could discuss design issues while drinking this new drink . All in a " lightness " environment . 

 The project had to be created in four days and the installation had to be ready to be installed in an urban context   for a week . In the agency we were a lot of creative people focused on the project and there were a lot of ideas .   The client , on the other hand , had already had the opportunity to try a similar idea created , the year before , by   another agency , but this idea was very generic and had little impact on customer . 

 Our team had never used design thinking tools , so I decided to propose the use of the learning launch , even   though we had to create the new lightweight design concept and we had to create a prototype of the installation   in a different place from the final event . 

 It was seen as a very challenging idea but everyone accepted . As is well known , the learning launch allows to test   key customer , execution and defensibility assumptions , following a simple process : finding an idea that can solve a   specific need of a defined person , that causes pain and must be solved . This approach allows to verify if the idea   meets the need in the best way compared to competitors . 

 The challenge , in this case , concerned two aspects : to make the concept of " design in lightness " without making   the concept simplistic , and how to graphically develop the installation . 

 Application 

 For our first learning launch , we focused on the concept of lightness applied to design . Starting from our   target group , people of a certain age worried about not always feeling up to it and wanting a simpler   life , we hypothesized that the basic idea could be : do n't take yourself too seriously . Surely this allowed   these people to feel less guilty , living life more lightly . To avoid the classic phenomenon of confirmation   bias , we found everything that could refute this idea , but from the data collected we had confirmation   that this would have been the right choice . The target in fact was not young and energetic , able to be   flexible and not inclined to obey social laws , but a mature target who feels very strong the weight of   responsibility . 

 We decided to set up our working group with people from different backgrounds , with two people   ( Kate and Daniel ) sceptical and not very optimistic about the project . This allowed us to refine the idea   more and more . We took a very large pool of consumers ( women , 40 - 50 years old , Italy ) and this   allowed us to be accurate both qualitatively and quantitatively . 

 Given our main assumption we had the confirmation that our people do not want to take themselves   too seriously , and want to live life not up to expectations but up to their own desires . This idea was   scalable and declinable in many aspects , such as design . The idea that would have led to this connection   between these two distant worlds would have been the “ mix and match ” . So we tested this idea by 

 taking a pool of consumers ( 50 people ) as a target and , in a one - day workshop , we had them apply the   idea of mix and match to the table , to home furnishings , to clothing . At the end of the test we asked :   how much lighter do you think design is if you do n't take yourself too seriously ? The feedback and   ratings were all very high . 

 So we decided to make the second learning launch , proposing an installation for the design week : two   designers who in real time are inside a glass box creating a mix and match place ( like a mise en place or   a home environment ) . We asked the same question at the end of the experiment . And we realized we   were on the right track . 

 Insight & Approach 

 By applying the learning launch tool , our team was able to test creative assumptions that would   otherwise only remain generic . We managed not to focus on an individual idea through collaboration .   We avoided giving much value to our idea just because it was our idea . We clearly had the costs and   time frame in mind , and we could have made a mistake without wasting so much time and money . We   understood the value of anticipating the results , without expecting failure in the creation of the work . A   more agile process led to a more agile , dynamic result . 

 This approach will certainly be used for other projects conducted by our agency . I am curious how this   tool can also be used to solve problems within the agency . Linked to system architectures or HR system   innovation in general . Since the goal is not to show that you have had a good idea but that you have to   find the truth and it will be the one to confirm or not the assumption , we will have a much more   collaborative environment and focused more on the " journey " than on the " destination - result " .
### Output: 