The Re-think Project is launching its online awards to celebrate and learn from great re-thinks, large and small. In time, this will develop into a physical event (thought I welcome nominations from you from the word go), but for now I believe the best way to start is just to start!

This will be different from many award schemes because:

1. It’s online
2. There won’t be a limit on the number of awards provided they fulfill the re-think criteria below
3. There’s no grading at this stage – 1st 2nd 3rd – because ...
4. We will interview the award-winners and publish the lessons on creative re-thinking for all to be inspired
5. The prizes will be limited in financial value until we get a sponsor, but in a short while will be coveted.

As I’m starting this myself, here are some examples of re-thinks I’m considering at the moment:

The Costa Coffee cup

• This is off-centre in the saucer, allowing space for a spoon, sugar, and biscuit. A small but clever re-think on the everyday.

Where Did It All Go Right?

• A book by Andrew Collins that reverses the received wisdom that you can only write about a tortured, dysfunctional upbringing. I love the back cover blurb that says, “They tucked (sic) me up, my mum and dad.”

Channel 4 creative logo videos

• The 4 sign is made of floating ingredients – washing lines, hedges, shadows, and light – that come together momentarily as a 4 before drifting off on their own intriguing directions. It really makes you pay attention!

Beautiful art on garage doors

• Artist and silversmith Chris Knight turned a service yard door in Basingstoke into a work of art. The way the light shines through the doors is reminiscent of Moorish art. He has also brought beauty to metalwork in a Gateshead multi-storey car park.

The criteria for a Re-Think Award are:

• It’s a different – and better – take on the familiar
• There’s nothing too big or too small to consider
• It makes you re-think as a user, viewer, or reader

Watch this space as we contact award winners and get them to contribute their own re-thinking approaches to the site. Email Nigel with your own nominations, preferably with a contact/ organization/ inspirer/ owner of the idea so we can create an inspiring databank of re-think strategies. In the examples above, we already have a ‘top line’ description of triggers for our own creativity: