Science and Technology is in the news every day. In the 21st century, its become groovy to be a geek, trendy to be a nerd and downright cool to be smart.
Science and Maths at school is the ideal foundation for a future career in technology. An understanding of technology could foster entrepreneurship. The economy of the 21st century is "knowledge-based". In a third-world environment, it was sufficient to be literate. However, with rapid globalisation, this isn’t enough – the bar has been raised. We now have to be techno-literate.
We are promoting a new formula for success in the 21st century. It is written as a formula or scientific equation. We are saying that it is Hip2B2.
We are telling school kids across the continent, that in case they haven’t noticed, its become hip to be square.
To illustrate this fusion of hip and square, this campaign marries visuals and items that are traditionally uncool or "square" with visuals of hip and happening people and situations. Its intention is to inspire the younger image- and brand-conscious target market to embrace science and technology as cool and socially acceptable. Clark Kent glasses are now de rigeur!
Going for Gold,The Cool Kids,Hip Hop Fashion,Ghetto Fabulous