Boondoggle’s Leon Jacobs inspires Minds Wide Open workshop in collaboration with the One Club

During 16 to 22 September, Michigan State University held its third Minds Wide Open event in collaboration with the One Club. MWO is a global workshop in which advertising students and creative directors from around the world come together in Lansing, Michigan, to work together on a real live brief.

Boondoggle’s executive creative director, Leon Jacobs, was invited to participate as a mentor, alongside other creative directors from agencies such as Deutsch/LA, Perreira O’Dell in New York and Burrell in Chicago.

“It’s been a great experience to work in this kind of environment with such enthusiastic students,” Jacobs said. “And as they come from all over the world, including Hong Kong, China, Spain and Germany, they all bring a different perspective. Perhaps the mentors learned more from them as they did from us!”

Each mentor was also invited to talk about their own career path and present the work and philosophy of their agencies to the workshop attendees and the rest of the MSU Communication Science faculty.

Jacobs added: “It was encouraging to see how well the students responded to our Boondoggle philosophy of mixing creative with service design and technology. They are naturally human-centred thinkers so our way of working really appeals to them and the kind of work it generates resonates well.”

Stijn Cox

Managing Partner Brand & Client Development, Boondoggle

Get updates in your mailbox

By clicking "Subscribe" I confirm I have read and agree to the Privacy Policy.

About Boondoggle

Boondoggle is a full-service digital native creative and customer experience agency, employing over 60 people in Belgium. With holistic brand building approach at its core, Boondoggle delivers creativity through advertising campaigns, digital media and marketing services, integrated with innovative digital products and services. The agency brings together smart people from diverse disciplines to make this happen - including writers, service designers, art directors, UX specialists, brand strategists and developers. 

Boondoggle has a combination of international and local clients, including Beobank, Luminus, Danone, Nomad Food Group, Achmea, NATO, Bancontact Payconiq Company, Stellantis Finance, BioBest, AstraSweets, Trends/Tendances, NCOI, ADESA, TWEGOS, Federale Verzekeringen et Jacqmotte. Boondoggle’s promise is “Together Beyond”. 

Boondoggle's belief is that collaboration is the key to creating meaningful brands, products and services and the agency strives to work together with its clients to take them beyond.


Havenkant 6, bus 508 3000 Leuven Belgium

+32 486 25 92 17