For the past month, third and fourth-year students from the Brands & Innovation programme researched the topic Togetherness. They are currently composing a bible consisting of articles, interviews and photo shoots. Sammy Moonen and Samantha Sowirono report on the start of a brand new challenge.
Togetherness: a phenomenon that has a great influence in our society nowadays. The Brands & Innovation team researched everything within this topic. Samantha: ‘The kick-off took place at creative agency Mmousse, where we got an idea of what to expect for the whole semester. To make a real connection as a group, we did not only analyse Togetherness as a trend. We also experienced it ourselves, by doing meditation exercises to start off the workshops.’
First the students visited Rotterdam where they researched the city with the perspective of Togetherness in mind. Led by Kai van Hasselt and Sven Hoogerheide from urban strategy firm Shinsekai Analysis, the students discovered the city in a whole new way. Kai and Sven will also lead the students during the next phase of the semester to write a future scenario. This scenario will outline what the future holds in relation to the trend Togetherness for five different Dutch brands: Viktor and Rolf, Suitsupply, G-star, HEMA and Zeeman.
After the trip, many students replaced their desks for a seat at the Sprout event ‘Welcome To The Sharing Economy’ at the entrepreneurial Zuidpark. The theme Togetherness is closely related to different aspects of the sharing economy. A system where society shares goods and services, in terms of both production and consumption. The event resulted in an interactive afternoon with inspiring talks from leading entrepreneurs and experts including Victor van Tol, founder of Snappcar, and the founders from Share NL, Harmen van Sprang and Pieter van de Glind. Important conclusion: the sharing economy will only succeed if there is plenty of trust and technology is used in an effective way.
As a final product the students will create a bible to spread the good word about Togetherness: a collection of their best work and individual visions, featuring original interviews, articles and photo shoots. But it does not end there. The group also created a concept for a project called UN-TANGLE, to which all students contribute. With an ambitious mindset, they are currently looking for possibilities into crowd funding their initiative.
Text by: fourth-year Branding student Samantha Sowirono and third-year Branding Sammy Moonen