Curious times

Saatchi & Saatchi's Curious Times animation highlights the importance of asking questions in an executive context.
Posted 1 Oct 11 By Design Indaba Creative Work / Design News Comments

Curiosity grows with new discoveries and in return rewards one. With this in mind, Saatchi & Saatchi Cape Town developed an animated short film Curious Times.

The aim of Curious Times is to introduce Executive Education, a sub-brand of the UCT Graduate School of Business.

Tasked with the brief to create a piece that could be used as a sales aid to introduce potential delegates, who are corporate executives, to the institution’s way of thinking.

Executive Education seeks to promote agility of thought through the premise that questions change the world, not answers. It is with a curious mind that new worlds open.

Thus Saatchi & Saatchi wanted to create something expected and familiar to a thinking audience. Choosing the animation route allowed the advertising agency to explore the world of metaphor.

The animation takes the viewer on a journey. Saatchi & Saatchi explain: “We did this by showing an average 40-year old executive walking in a cityscape with a strange companion, a creature, which represents his curiosity. With each exploration his ‘curiosity creature’ evolves in size and colour, with more adventure and new worlds opening up to the two of them. The animation culminates in a magical end scene where the man is rewarded by his curiosity.”