Singularity University launches new ‘question the future’ campaign

In preparation for the SingularityU Summit in Amsterdam, WE ARE Pi presents a series of ads questioning the future of mankind

Ideas Company WE ARE Pi has teamed up once again with Singularity University to create a series of thought provoking communications. Part one of the campaign launches in the run-up to the SingularityU Summit, which is being held this September in Amsterdam. Additional pieces of the same style will be released periodically until the day of the Summit.

Singularity University is a benefit corporation whose purpose is to empower leaders, companies, brands and governments to build a global community committed to understanding and utilising cutting-edge technologies.

Ahead of the Summit organised by SingularityU The Netherlands, WE ARE Pi was tasked with creating a series of communications that bring to life the questions that will be posed at this year’s summit. Simplicity is key in WE ARE Pi’s creation of the ads, following the idea that complex questions require simplified explanations. These questions range from: what will we want to do with our free time once robots help us, how will we organise ourselves considering digital possibilities, how will we feed the planet’s growing population, and who will own the rights to DNA.

According to Diederick Croese, cofounder of SingularityU The Netherlands: “Europe has contributed greatly to humanity’s progress. We want Europeans to positively and openly consider what is currently possible or will be possible in the near future to spark global solutions improving the lives of many. It’s our mission to build active communities of doers starting with the awareness on the potential impact of technological developments on society, including our organisations. WE ARE Pi helps us to bring that message across in an unconventional way. We can solve it together."

WE ARE Pi founding partner, Patrick Garvey said: “Having spent five years building a global Ideas Company and Pi Society, with partners such as TED Conferences and Habitat For Humanity, we have found the perfect partners in Singularity University. We are always looking for new ways to collaborate with and inspire future focused businesses, as well as ourselves. We love what Singularity University is all about, share the same values, and together we hope to take our ideas to the next level for greater long term positive impact."

The Summit will be held on September 12-13th 2016 in Amsterdam, giving the European audience a chance to get a bit closer to the magic and to answering mankind’s grandest challenges. Singularity University and WE ARE Pi’s partnership, which began with positioning the brand in Silicon Valley, will help to expand the philosophy in Europe and bring it to brand thought leaders in a meaningful way.

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Note to editors


Executive Creative Director: Rick Chant
Executive Creative Director: Barney Hobson
Creative Director: Nessim Higson
Lead Creative Copywriter: Anne Fleming
Junior Art Director: Tom Biddulph
Designer: Jack Samels
Senior Designer: Jade Jefferies
Managing Partner: Patrick Garvey
Senior Project Manager: Emma Valk

SingularityU The Netherlands
Co Founder & CEO: Diederick Croese

About WE ARE Pi

WE ARE Pi is an Amsterdam-based international Ideas Company, founded in

2011 for brands looking to thrive in a fiercely competitive digital era and for thought leaders who are building the brands of tomorrow. Led by Alex Bennett-Grant, Rick Chant, Barney Hobson, and Patrick Garvey, WE ARE Pi strives to provide clients with best-in-class integrated strategies and creative platforms for clients including Heineken, Coca-Cola, LEGO, TED Conferences, Wrangler, Kipling, Under Armour and ABB.

As an Ideas Company, WE ARE Pi exists to provide a modern alternative to the traditional ad agency networks, delivering brands with transformational strategies and creative storytelling in order to connect with their audiences in the most relevant channels, from products and experiences, to content, advertising, and in the case of LEGO, collaborating on new product IP.

The WE ARE Pi mission lies in bringing purpose and innovation together to not only borrow from and create culture, but also to live and breathe a culture of bringing people together through creativity. This is why an Ideas Company was built at the heart of an Ideas Community, Pi Society, with partners including Singularity University, TED Conferences and Habitat For Humanity.

WE ARE Pi has won numerous International Awards including Cannes Lions, Eurobest, Epica, Webbys, FWAs, and D&ADs.

About SingularityU The Netherlands

SingularityU The Netherlands is a partnership between Singularity University and the regional Singularity University alumni. We offer educational programs, community activities, cross-sector testbeds and an Innovation Hub in an effort to spark solutions to the world’s most pressing global challenges. SingularityU The Netherlands is founded by SU alumni Yuri van Geest, Jim Stolze, Maarten den Braber and Diederick Croese. For more information, visit: Follow us on Facebook and Twitter: @SingularityUNL.

About Singularity University

Singularity University (SU) is a California benefit corporation whose mission is to educate, inspire and empower leaders to apply exponential technologies towards solving humanity’s greatest challenges. Together with a highly engaged alumni community in over 90 countries, SingularityU is committed to creating positive and sustainable global impact via three core areas: Education, Innovation and Community. Headquartered at NASA’s Research Park in the heart of the Silicon Valley, SU was founded in 2008 by Ray Kurzweil and Dr. Peter H. Diamandis. For more information, visit: Follow us on Facebook and Twitter @SingularityU.

About WE ARE Pi

We Are Pi is an award winning Creative Innovation Consultancy that partners with clients to build brands worthy of thriving in changing times by initiating transformation programs. We Are Pi Client partners include Nike, Heineken, Uber, Diageo and Virgin. We Are Pi was named Small Agency of the Year 2018, 2019 and 2020 by Creative Pool and Ad Age.

We Are Pi cultural research platform, New Society Rules, helps brands navigate cultural change. We Are Pi content arm, Pi Studios, produces ground breaking stories about cultural change. We Are Pi is proud sponsor of OUTO, Black Strat and Plus Plus One.

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