Creativity should be as important as literacy, a mantra that has resulted in Kia’s “Creativity Drive” campaign . There are many studies on creativity, it is even associated with the appearance of psychopathologies due to its close genetic relationship, as we explain in this article. Exercising our more liberal mind is essential to avoid frustrations, something complicated as the years go by and we get older. The Korean firm, which is immersed in a radical change in its brand image and philosophy, has not wanted to ignore this trend towards conformity. With the Kia Hackathon, a virtual event that has brought together creative partners, educators and innovators , they have developed a path to solve the following challenge of society: How can we drive a change in the education of young people so that creativity is considered as important as literacy?
According to a report promoted by NASA “most adults are 96% less creative than a child of five years.” It is, therefore, of notable urgency to promote and safeguard the imagination of future generations , helping to foster creativity in the development process of the little ones. We cannot launch children to life on the same rope that has lowered our dreams and expectations, making us almost 100% less mentally free.
Is being an adult boring?
With age come responsibilities, or so it seems. Work can get monotonous and, far from what we might think, that gives us an opportunity to be creative. Furthermore, a study by the University of Central Lancashire (UCLan) has evaluated that: ” Boredom at work has always been considered an element that must be eliminated, but it may have to be preserved if we want to enhance the sharpness and inventiveness of employees, “explains Sandi Mann, a co-author of the study.
So that hope is not needed, Kia has developed the “Creativity Drive” campaign that has resulted in the Kia Hackathon, a two-day virtual event focused on creativity. To address the challenge of the disappearance of this when it reaches maturity, the Korean firm has enlisted education experts, creators and the collaboration of Hyper Island , a Swedish company specializing in transformative learning.
What was the Hackathon?
This virtual event divided the participants into three teams that had to challenge the limits of their day to day through creativity. For this they had the leadership of Dr. Merritt Moore , an American professional dancer and quantum physicist ; Lucy McCrae, science fiction artist , filmmaker, inventor, and architect of the body; and Dr. Nelly Ben Hayoun, experience designer , filmmaker, artist, speaker, and researcher.
These teams presented their ideas to a jury chaired by Gregory Guillaume, Vice President of the Kia Design Center for Europe. Of all the proposals presented, one really simple won: let the children ask the questions . The winning team stated that our educational system is designed so that the little ones respond correctly to closed hypotheses. What if the children themselves asked the questions and looked for their answers? With this simple premise, Kia will work, together with its creative and expert partners, to put this proposal into practice throughout Europe.
In this way, Kia continues to structure its new business proposal, which has been accompanied by an evolution of its logo and a completely renewed design philosophy: Opposites United. We can see it in its latest addition to the range, the Kia EV6 that we are talking about in this article. It is the first 100% electric model of the Korean firm that has a fast charge of 800 V in just 18 minutes and a range of up to 510 kilometers thanks to its bidirectional system, which charges and charges.
