Through my role in a purpose-driven agency, we were fortunate to connect with many like-minded entrepreneurs who are shaking things up in their sector, and Zen were definitely up there with the most ambitious. They came to us to ask if we could create a memorable activation during the RIA annual conference to disrupt the norm and turn conversation towards climate - but with a fraction of the budget of the running giants.

I led the project from a creative POV, taking inspiration from our early conversations with the team in which we fell into a rabbit hole talking about countercultural movements spawning from the 70’s music circuit. A time where DIY was standard, passion was high, and bands really stood behind the messages they promoted. In a room full of corporates, this felt like a good starting point for a wake-up call.