Title	MUSEUM OF CREATIVITY - INSIDE THE HEAD
Brand	KA.KA.HA [ISDGROUP]
Product/Service	DIGITAL AGENCY
Category	D04. Spatial & Sculptural Exhibitions and Experiences
Entrant	KA.KA.HA London, UNITED KINGDOM
Idea Creation	ISD GROUP Kiev, UKRAINE
PR	ISD GROUP Kiev, UKRAINE
Production	ISD GROUP Kiev, UKRAINE
Production 2	KA.KA.HA London, UNITED KINGDOM

Name	Company	Position
Alina Revenko	[isdgroup]	Head of Strategy
Andrii Mishchenko	[isdgroup]	Creative Technology Head
Kateryna Malashok	[isdgroup]	Creative Technologist
Dmytro Yatsyna	[isdgroup]	Creative Technologist
Viktor Shkurba	[isdgroup]	Director of Creative Technology
Sergii Tomchuk	[isdgroup]	Designer
Olga Varchenko	[isdgroup]	Designer
Julia Lybenska	[isdgroup]	Designer
JOACHIM BENTZ	KA.KA.HA	Managing Director
Oksana Shevchuk	[isdgroup]	Producer
Yaroslava Sidorchuk	[isdgroup]	Account Manager
Andrew Sergeev	KA.KA.HA	Technical Director
Roman Konyk	KA.KA.HA	developer
Anton Mikhayliuk	KA.KA.HA	developer
Helena Shyta	KA.KA.HA	Producer
Rostyslav Dudchenko	st.mary&co artstudio	CEO
Dmytro Tarasenko	st.mary&co artstudio	Art Director
Il'ya Chulochnikov	st.mary&co artstudio	Set designer
Oleksandr Linchuk	st.mary&co artstudio	Scenic artist
Pylyp Nikolayev	st.mary&co artstudio	Scenic artist

Background

[isdgroup] is a digital creative agency driven by data and technologies. We have collaborated with the world’s most creative agencies to produce the most innovative projects: from AR experiences to artificial intelligence to space rovers. We have won hundreds of creative awards worldwide. We have opened our offices in Hamburg and London. However, back at our home country, in Ukraine, still very few people know of our existence and our cutting edge projects. The reason is that Ukrainian advertising market is at the very beginning of its development and many marketers just don't understand the impact and opportunities that creative technologies can open for them. So how do you tell the whole industry and the clients about your expertise and present the most innovative Ukrainian agency?

Describe the creative idea (40% of vote)

We figured that there's no better way to know about ISD Group than to get into the head of the founder and the only creative director, Viktor Shkurba. So to tell Ukrainian clients and Ukrainian creatives about our expertise we decided to invite the whole industry to enter The Head of our head. The agency's 15th birthday party was the perfect occasion. The Head works as a pop-up museum of creativity inside a 7-meter head of the agency's founder. It let every visitor experience the unique creative thinking process of ISD Group through 5 interactive rooms filled with digital technologies (Kinect, 3D projections, Google based AI, Motion sensors), installations and interactive performances.

Describe the execution (40% of vote)

The Head was built within 6 weeks (from concept stage to the opening). It is 7 meters tall, weighs 3 tons and occupies 150 square meters. The whole experience is divided into 5 'rooms of subconscious': the room of the idea formation, the room of idea-therapy, the room of critics, the room of doubt and the room of support and love. When entering the Head each guest receives a sticker with a random quote by Viktor Shkurba and tries on the role of 'a thought that falls into the head of a creative person'. Going through all 5 rooms of the subconsciousness, the visitor lives a personalised experience of a thought transforming into an idea inside the creative's head. In the end the visitor arrives in the 'ideas bar' in the back of the creative mind.

List the results (20% of vote)

The Museum inside the Head became a landmark in the history of [isdgroup] and Ukrainian creative community. It was also a one of a kind agency birthday party for 1500+ creatives and clients. Each of them went through a personalised experience and spent 20+ minutes inside The Head. It is as if we conducted 500 hours of in-person agency presentations for industry representatives. The Head was covered in 100+ media publications and gathered 1200000+ media impressions through posts on Facebook and Instagram.