The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

This innovation initially came to life when…

The Lab Creative was launched in April 2009 — a dynamic live experience agency that deals in producing live corporate events and has revolutionized corporate team building in Australia. Securing some of the nation’s largest companies — such as Coca-Cola, Amatil, NAB, and Wesfarmers — this is an inspiring story of vision and belief that creativity is the key to unlocking the best potential out of corporations all over the world. We are the interface between the corporate and creative — it is a proven science.

WHAT & HOW

The purpose of this innovation is to…

The Lab Team Composition/ Revolutionary Team Building Product that bonds teams through the art of song writing and collaboration cracking open the artistic flood that is inside each and every one of us!! ROCK!

It does this by…

The purpose is to get staff to emotionally connect with their work — engage with the company message. It is thrilling to navigate 100s of corporates pouring their hearts out about how they connect with their company, then sing and create their own original song — recorded and filmed for true perpetuity — the power of this experience is gripping.

PURPOSE & BENEFITS

This innovation improves on what came before because…

It is a unique way of connecting employees to the core message of their business, each other, their company values, mission statement — the tribal power of singing in unison should be felt by every human, it breaks down inhibitions — there is a star in every boardroom!!

Its various benefits to the customer/end-user include…

Long-lasting team bonding, increased awareness to core business messages, experiential — your employees are the stars. Unprecedented breaking down of preconceptions of other staff — this ain’t beating a drum, this is putting on your own ROCK FILM CLIP!

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Old hat team building should be thrown out the door — The Lab Creative Team are corporate and creative hybrids; our designs are spawned from a very real passion that people in business should connect, feel inspired and have an outlet to emote with their work. In the past this was never addressed — until the dawn of Lab Creative.

Its predecessors/competitors include…

The Rolling Stones, Beatles, etc.

TARGET MARKET

It is made for…

Lab Team Composition was designed specifically for the corporate market to be rolled out at corporate functions, events, and conferences for long-lasting effect. Demographically it positively effects everyone in business from 21-year-old production workers to middle-aged business bankers — creativity is a proven science.

DISTRIBUTION STRATEGY

It is available for sale through…

The Lab Creative:

47/91 Moreland Rd Footscray Vic 3011

(p) 03 9396 1331

(e) trina@thelabcreative.com

Our marketing strategy is to…

Continue to utilize our current network, cold calling, printed media and of course ANTHILL!

SHOW YOUR SUPPORT FOR THIS INNOVATION

While the judging is now officially over, you can still show your support for this innovation in one of the following three ways:

1. Hit the VOTE UP button: Top left of each page (Not available for IE users)
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3. Leave a Comment: Share the love!

To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here.