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The 2020 Cream Collective brief was to ‘turn new hope into new action’, so Lloyd Potter and I created Google Forest, an augmented reality experience to give inner city, working class children the chance to play in nature.

We incorporated fine and gross motor movements into ‘challenges’ within the game, aimed at triggering a child’s brain growth without needing access to large amounts of space. 

Find us in Campaign Magazine.

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From our research and interviews with early years specialists, we found that increased screen time over lockdown and lack of access to outdoor spaces has negatively impacted under 5’s brain development.

Therefore, a generation of children will return to school at an immediate disadvantage, considerably impacting those from lower income households.

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Because the brief was so broad, we spent a lot of time working through general lockdown topics. We knew our emphasis needed to be on long lasting behavioural change, so we were instantly drawn to gamification techniques.


To narrow down our ideas, we played brainstorming games where we matched random companies with random problems. For example, we explored how Coca Cola could solve debt.

These exercises produced a lot of weird and very bad ideas, but it made us realise we kept returning to education as a core lockdown issue.