Advertising duo Russel Howcroft and Alex Wadelton are set to release their second edition to the The Right-brain Workout.
The launch of the Penguin Random House book will be released on the one-year anniversary of the launch of the first volume.
“We need more creativity in the world," Howcroft says.
"With robots and AI having a bigger presence by the day, people have a duty to themselves to stay ahead of the pack. So, what better way to kick that off than to have a workout for your creative side?”
Coinciding with the book launch, the pair have kicked off a new 14-day Right-brain Workout challenge, The Right-brain Kick-off, launching December 1.
The immersive two week challenge will test the nation to get more creative.
The 14-day virtual challenge is designed to help Aussies workout their imaginative muscles and uncover the creative genius within us all.
Participants will be met with a new question to their inbox daily, posed by some of Australia’s most creative people from the worlds of comedy, art, advertising, music, literature and photography.
With a 24-hour cap to get creative, participants are encouraged to share their answers via Instagram story and visit The Right-brain Workout Instagram page (@rightbrainworkout) and website to see how others tackled the task.
“We are really excited to take The Right-brain Workout to the next level," Wadelton says.
"Having these workouts in a digital format will unlock so many fun possibilities for creativity, and for people across the nation to share their creative genius with each other.”
Creative agency Hardhat is also a partner in the Right-brain initiative, and has developed the campaign and creative assets that accompany it.
Hardhat Credits
Reece Ryan - Creative Director
Haley Kriksic - Account Director
Virginia Krantz - UX Strategist
Brendon Capes - Junior Strategist
Dave Sackville - Lead Designer
Zane Flynn - Designer
Caitlin Maiorana - Junior Designer
Dallas Gale - Senior Developer
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