Supreme Education Council - Qatar

Brief
The Supreme Education Council of Qatar - SEC, requested a public awareness campaign to promote critical thinking as a part of Qatar's national education drive. The mission is to raise Qatar's overall level of education by developing a culture of research based learning. "By establishing this mission, we will have established a more capable, inspired & balanced society that is able to cope with various challenges and collisions on the academical and social levels."

Target audience
● Teachers
● Students
● Parents
● The business community

Our Proposal
● Bring to the public domain awareness of important Middle Eastern thinkers and innovators
● Challenge the target audiences' general knowledge
● Encourage learning, curiosity and thinking
● Entertain and reward

How
● Create a challenge
● Create an impact
● Do it differently in a way that in itself has come about through thinking differently

The result
In a city-wide campaign, a public general-knowledge campaign was launched. As is if to alter the landscape, 100's of surreally large question marks were placed in key locations, fielding popular general knowledge questions to the general public. Building sized banners, billboards, buses and 2 meter high 3d question-marks and a TV campaign were utilized.