Think Tank was created to raise awareness of Yahoo! amongst the Australian creative industry, encourage creativity online and demonstrate the capabilities of the medium. The idea was the creation of a live 5 minute ‘living breathing’ idea generator powered by Australia’s leading creative minds from inside a Perspex box. For two weeks, 24 hours a day, 7 days a week visitors to www.yahoothinktank.com.au could submit creative briefs and watch the creatives work via live webcam. Visitors viewed ideas generated in an online gallery, judged the creative output, controlled the working environment and watched every minute of it live online.

Prior to launch, invitations were sent to mainstream advertising creative teams directing them to an online holding page with a countdown tease. The tank and www.yahoothinktank.com.au launched live to an audience of 150 key industry creatives at an event on 3rd November. PR coverage was generated both here and overseas, including radio interviews with teams in the tank, coverage in local/overseas industry publications and blog entries from around the world. eDM/DM encouraged creative brief submissions and announced guest creative teams - nearly 100 creative teams from 30 of Australia’s leading advertising agencies worked in the tank throughout the live period.