4 case studies (+ 1 bonus)
case study 1 - Groningen City
Question / challenge
How and in what direction should the city of Groningen (NL) develop over the years - focus on the period up to 2020. Envision the future.
Answer / solution
Assigned as 'cross thinker' (coupled to a 'straight thinker') to write an indepth essay on the subject.
Outcome
Thought provoking scenario written; essay based on interviews and conversations with key figures and thinkers living and working in and around the city. Had decision makers rethink their preconceptions. Essay published in magazine, presented to city council.
case study 2 - The Architecture of Hospitals
Question / challenge
International 3-day conference "The Architecture of Hospitals" (University Medical Center Groningen UMCG) needed sales and publicity manager fast.
Answer / solution
UMCG hired me for a 4-month period. Objectives were to raise awareness for the conference on an international level and increase sales.
Outcome
Objectives were met and surpassed. Successful conference delivered. High quality free publicity in industry periodicals and in national news papers. International media attention, including BBC Radio 4.
case study 3 - Australia
Question / challenge
Exhibit in Australia's biggest outdoor sculpture festival "Sculpture by the Sea"
Answer / solution
Wrote proposal: out of 600 entries selected with 15 other overseas artists.
Outcome
Exhibited sculpture "A Beachcomber's House" on beach of Tamarama, Sydney, Australia from 2 - 19 November 2006. Over 400,000 visitors saw sculptures by 115 artists. Project also funded by the Consulate General of the Kingdom of The Netherlands, Sydney, Australia. Sculpture afterwards recycled as described in project proposal.
case study 4 - Professor lectures toddlers
Question / challenge
Create media attention for brand and exhibition around picture book "Lassa goes grocery shopping"
Answer / solution
Asked professor Geert Sanders (Business Administration, University of Groningen and fund raiser Ubbo Emmius Fonds) to lecture toddlers on shopping.
Outcome
First ever lecture (world premiere) by professor to toddlers, created media storm and brand awareness around "Lassa". Publications in biggest Dutch news paper 'De Telegraaf', coverage on national television and radio, in short, delivered a hugely successful PR-event.
case study (bonus) - No Kitchen United TM
Question / challenge
Reinvent the restaurant
Answer / solution
Invented concept 'restaurant without a kitchen' and called it "No Kitchen United" (Benelux trademark): food is delivered to the restaurant by people on mopeds and in fast cars working for delivery and take away restaurants in the vicinity.
Outcome
Opened first ever restaurant without kitchen "No Kitchen United" (1998). Massive media attention created free publicity and evenings sell out. Lectured at University on concept. Recreated event in different formats (on the upper deck of a parking facility). Noticed copies of concept apppearing here and there (the concept is viable).
And here's the longer list with more things I did:
