If Willis was to successfully achieve its goal of becoming ‘The world’s best risk advisor, insurance, and reinsurance broker’, innovation would need to become an integral part of the business. The challenge was to create a campaign that would motivate 18,000 employees across 400 offices worldwide to make innovation ‘the way we do things around here’. Enter the Willis Innovation Challenge, an annual internal event to promote engagement with innovation at grass roots level. With ‘unleashing your thinking’ the key concept, Rodin’s globally-recognised iconic sculpture, the Thinker, formed the foundation of the visual design. Quirky props were added to support messaging at each stage and this combination of cerebral and fun not only reflected Willis’ culture, but also made the campaign stand out from their other material. The five-month campaign outstripped its objectives with the number of innovation ideas submitted surpassing the target by 367%. Five ideas will now be implemented across the business rather than just one.