THE ARCHIVE

NTI Gymnasiet is a Swedish upper secondary school with a focus on tech, IT, design and digital creation. We have schools across Sweden, giving young people an education that combines technology and creativity while preparing them for the future job market. The goal is to spark the next generation to build, create and solve problems.

A lot of young people are interested in tech, creativity and making stuff digitally. But for some reason, they don't see tech programs as something for them. Tech has a reputation of being hard, narrow, and tied to a specific image of who fits in. So the problem is not a lack of interest, rather that young people don't identify themselves with it. What we kept coming back to was this: young people already have the ideas. They have projects, thoughts, sketches, things they've started. But most of it remains untouched, in a notes app, a half finished draft, a folder which no one opens. One of the things that really stuck with us was the insight that 95% of ideas never actually become anything. Not because the ideas are bad, though because they are never given enough attention to

With these insights, we created The Archive. The idea behind it is simple: ideas don't need more potential, they need a place to be developed. And that's what NTI Gymnasiet can be, the place where the ideas you've been sitting on can actually become reality. We pulled real ideas from young people, the kind of things they had left half written in their notes or tucked away in old sketchbooks, and built the campaign around them. It runs across outdoor ads and social media, and we also created an activation “Wall of Ideas”, an interactive installation where people can put their own ideas and thoughts straight onto a wall. It makes the creativity that's already out there actually visible. Instead of talking about future career paths, the campaign focuses on something different: The competence is already in you. You have many ideas to build on. And at NTI Gymnasiet, those ideas can actually grow.