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Imagination is about seeing the impossible or unreal and thinking up the unthinkable. It allows us to tell remarkable stories and gives us the ability to blend our ideas. More importantly it allows us to see things not as they are but as they could be. Without Imagination, we cannot think of new possibilities which would limit our creativity.

But what does Imagination truly mean? Does creativity unlock imagination or is imagination the true key to creativity.Whilst creativity and imagination aren’t the same thing one heavily relies on the other.
Imagination gives us permission to play without having a committed intent, it is used to find connection and thoughts we wouldn’t be able to during a true creative process.

However, imagination is as straightforward as that, it can be often thought of in two ways experimental imagination and free play imagination. Free play doesn’t subscribe to boundaries of what we know, It is at home with not knowing why it sees or what it sees. Whereas experimental starts with a question and is guided by a person’s creative history.

Creativity is harder to define precisely, it is considered as the ability to create something using imagination – it is the act of creating something in the real world. As we grow up the idea of imagination is shunned, we are pushed to put imagination aside in favour of a real world, one where we must mature and think practically.

So, when people say they aren’t creative have they just pushed their idea of imagination away and are no longer able to connect with it, favoring reality instead? We quite clearly need that connection and have to grow up in to the real world – everything around us would not exist otherwise.

Let’s discuss the need for Imagination? Is it an important part of our every day? Is it still used and what can be achieved by allowing us to imagine for a moment in our life? Ultimately do we need to bring imagination back to the forefront of our process and how do awe as adults tap into the creative power of their imagination?

 

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BECKY ELLIOTT
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Design Director at Day Creative Business Partners who design brands & physical environments that create meaningful & most importantly memorable experiences. Her role is to make the world less complicated by using design properly.

She is passionate about all forms of design & creativity with a life long interest in architecture & interior design. Becky can be regularly seen at gallery openings & creative events & singing along at concerts of all musical tastes - always actively finding inspiration everywhere & anywhere!

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HANNAH SMIT
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Hannah is a Senior Art Director at Wieden + Kennedy, Amsterdam. Over the past nine years she’s worked for advertising agencies in Canada, Australia and Europe on clients ranging from global fashion brands, to national grocery chains, to toilet paper.

Her work has been awarded at fancy advertising shows including Cannes, One Show, D&AD, Eurobest and the Webbies. It’s also been covered by media outlets such as Fast Company,Mashable, Buzzfeed, Time Magazine, MTV, and ESPN.

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AMANDA FÈVE
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Amanda Fève is the Chief Strategy Officer of Anomaly, Amsterdam, where she partners with clients to define how brands communicate and behave to unlock growth in an increasingly complicated and cluttered world. Since joining Anomaly in 2012, Amanda has led the strategic thinking on clients including Converse, Johnnie Walker, T-Mobile and IKEA.

Amanda started her career in New York at the height of the dot-com boom, spent seven years in London expanding her Franco-American worldview, and put down firm roots in Europe when she moved to Amsterdam in 2010. In that time she has helped create campaigns for every continent but Antarctica for clients such as Coca-Cola, Barclaycard, Vodafone, Domino's Pizza, Diesel, Kellogg's, Kleenex, Unilever, KFC, Listerine, Tanqueray, and more, picking up some lions and pencils along the way. She is a strong proponent of effectiveness, having won an IPA Effectiveness award and helped BBH to win IPA Effectiveness Agency of the Year (2008) and APG Strategy Agency of the Year (2009). And she is an avowed nerd, who thrives on the endless opportunities for learning that a career in strategy creates.

 
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PASQUALINA PETRUCCIO
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Pasqualina is the founder of The Recommended Path - wanting to create a more personal and unique recruitment service after being frustrated with others. With over 25 years of working across retail, advertising and marketing before starting her own recruitment agency Pasqualina skills and experience help her to identify and find the right candidates. If there’s something going on Pasqualina knows about it. That’s because she’s constantly in touch with the life blood that drives it. Which is to say, real people. Who better to ask than the people within, those in the thick of it. This enables her to achieve results that never fail to meet the highest of standards.


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