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.”

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Stijn Cox Managing Partner Brand & Client Development, Boondoggle
Stijn Cox Managing Partner Brand & Client Development, Boondoggle
About Boondoggle

Boondoggle is a full-service creative agency, employing over 60 people in Belgium.
With a human-centered, agile design thinking approach at its core, Boondoggle delivers through-the-line advertising campaigns, 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 Argenta, Chivas, Nomad Food Group, Achmea, NATO, Bancontact Payconiq Company, Yuzzu, Beobank, Opel Finance, Oxfam Solidariteit, Flanders DC en the Ministry of Defence.

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

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