WHAT IS AQ?In the beginning, there was no agency brief. No client brief. Just a bunch of creatives trying to engage people and give them something fun to do in exchange for a few bits of precious information.The idea behind the Adventure Quotient campaign started with a simple question: What if you could measure adventure? The creative leap linked the measurement of adventure to the measurement of intelligence. Like its not-so-distant cousin the IQ test, the AQ or Adventure Quotient test measures your spirit of adventure.

HOW DID WE DO AQ?The AQ Test was developed by a team of PhDs in psychology, human behaviour and statistical analysis, to pinpoint the combination of adventure traits that make up an individual's unique Adventure Profile.The Adventure Quotient or AQ campaign launched with several bizarre TV commercials and in-your-face online media. At the centre of this campaign is a website with a short test. The test questions were based on measuring the following adventure traits, that are found in everyone to some degree: courage, spontaneity, curiosity and openness.