Leo Burnett Italy turned a class from a Milan elemntary school into advertising creatives in this project for WWF. The agency took a team of creatives, photographers, illustrators, film directors, animators, post-producers and speakers to the school to let them experience the whole creative process: from the brief, to the pre-production Meeting, to the shoot, to going on-air. The class created four radio and eight print ads as well as two TV commercials.
Creatives were given one strict rule: never "contaminate" the kids' ideas, just offer them the production advice they lack. We reckon even the most jaded creatives will be impressed by the results, more of which you can see on the project website. (We particularly like this spot, in which a polar bear turns up at the front door of a family house and starts disrupting their lives). The TV ads are set to debut on Italian television this spring.