Small firms can find it hard to match the energy, world class talent and diversity that make larger companies so competitive. It doesn’t have to be that way.
Start a business with less than 10 employees and you’ll soon discover how quickly your co-workers can seem dull. No matter how much you like them, walking into a small office with just the 6 of you feels as eerily quiet as church on a Tuesday morning.
Smallness can eventually work against you, as talent migrates out to rival firms with a mailroom bigger than your entire office and opportunities pass you by because you lack the scale and diversity needed to solve complex problems.
Realizing that we were not the only consultancy facing this challenge, we launched Kongo: our opportunity to surround ourselves with some of the brightest independent professionals and start-ups in the media and creative industries.
We opened over 5,000 square feet of beautifully designed loft-space to a small group of world-class designers, researchers, writers, producers, motion graphics experts, innovators and foreign correspondents. Some of our colleagues include FireFish USA (research), Positron (experiential design engineers), A Different Engine (UX design), Messaging Lab (biotech), QuesttoNo (product design), SmartAssDesign and Machine (innovation and design)
Based in Dumbo, the heart of New York’s most vibrant start-up community, we now collectively enjoy the resources of larger Madison Avenue agencies, with none of the politics.
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