Chaco was hired to help the Kingdom of Saudi Arabia accelerate its transformation from carbon to knowledge based economy
OBJECTIVE develop a taste for science and the media arts among the Saudi youth (47% of the Kingdom’s population is under the age of 25).
CHALLENGE incentivising teenagers to study is hard. Doing it in a culture where oil-fueled wealth is taken for granted is even harder.
INSIGHT studying isn’t cool anywhere. But “success on my own terms” is.
SOLUTION promote the idea that “it pays to know” with a weekly TV show where a mixed gendered team (a first in the Kingdom) of 2 hip-looking boys and girls compete to solve challenges and demonstrate everyday applications of science and creativity
Additionally, Chaco created a series of 20” quiz videos, each aired only once. The questions ran at the start of the commercial break, inviting the audience to answer them via Twitter for a chance to win 200 Saudi Riyals in cash. The correct answers were then revealed before resumption of the show, along with the names of the winners with the line: “it pays to know”. Here are the English versions.
DNA, part 1
H2O, part 1
DNA, part 2
H2O, part 2