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THNK of a leader

Dawn
THNK of a leader by Dawn

credits

Title
  • THNK of a leader
Entrant
  • Dawn

About This Project

Summary

THNK School of Leadership in the Netherlands redefines traditional executive education with creative, human-centred training. Amidst rising concerns over 'toxic leadership', we asked AI to depict typical leaders, showcasing the prevalence of inhumane styles. The AI-driven campaign contrasts progressive leadership with toxic stereotypes like Trump and Sunak, highlighting the urgent need for human and effective leadership in today's society.

Goals & Objectives

THNK’s mission is to tackle the world’s greatest challenges through human leadership. Therefore, in addition to raising brand awareness, this campaign aims to reach HR departments and top management to start a conversation on toxic leadership and truly challenge the leadership category.

Results & Impact

Research on leadership institutes in the Netherlands revealed that THNK's brand awareness has doubled. The campaign has generated many positive responses and recognition from the HR corner/CEOs.