We were tasked with creating a new, unified brand identity for the 80+ separate divisions of Qatar Foundation. Since no single product, service or programme could represent all of QF, we decided to focus on something all its divisions have in common: pushing people towards new ways of thinking. We wanted to create work that would engage and provoke people into some kind of thought.

The campaign was launched with a series of events on the Education City campus. Soon after, the campaign rolled out in full, beginning with the manifesto newspaper ad. The TVC began airing on channels including BBC World, CNN International and Al Jazeera International. Other print ads began appearing in newspapers and magazines in MENA, US and Europe. OOH work was also launched in MENA, US and Europe and included billboards, building banners, airport terminals, building banners, and ambient work. Online banners appeared on sites such as BBC, CNN, and UPI. Every execution maintained the campaign's distinctive look and feel.

Since the campaign's launch in September 2009, the total number of monthly visits to the Qatar Foundation website is up more than 213%, the number of unique visitors is up 140% and the total number of monthly page views is up more than 162%. (data provided by Google Analytics)The green and yellow branding is now being used in much of QFs internal communications, external marketing materials and merchandise. In addition, students have been creating their own versions of Think campaign ads. Some of this work has ended up on YouTube or on display around the Education City campus.