Imagine this; a group of 20 engineers from different companies coming together for a Industrial Design course organised by LAB(learning Academy of Branding) and TMBA (Taiwan Machine Business Association) and Subkarma's design director, Tony Soames, with the goal of inspiring creativity. 5 old broken down bicycles, a couple of tools, 4 cans of spray paint for each group, and a mission. Brand a bike. (Coke, UPS, McDonald, Google and Harley Davidson.) 1 day for building the bike, half a day at a professional photo studio (20 minutes for each group), 2 hours to develop a brand message, 10 minutes each for advertising layout and design. The end result, 5 great brand advertisements.(total cost each ad=NT$2,100) Remember that none of the participants have design backgrounds. If you want to see the whole story, visit LAB at www.branding-academy.com Creativity is in everybody!