Much has been said about thinking outside the box. But do we truly understand the box? Panamericana positions itself as *The School of Ideas* — a space that nurtures not only technical and sensory development but also the full creative potential of each individual. To reinforce this positioning, Grey Brazil has created the campaign **“Boxes”**, which invites the public to reflect on the boundaries that surround us when we talk about creativity.
Inspired by the widely used — yet rarely questioned — expression “think outside the box,” the campaign proposes a deeper perspective: before stepping out of the box, we need to understand it. What paradigms, fears, and mental habits limit us? The campaign builds on this idea to show that Panamericana is the best place for those who want to dive deep into their creative process and expand their possibilities.
Led by Grey’s creative direction, the campaign comes to life through five powerful visuals that sensitively and provocatively represent the “boxes” that exist in different people’s minds. The photographs were crafted with delicacy and lightness, sparking curiosity and inviting introspection.
“When we talk about creativity, we always hear people say we should think outside the box. The problem is, most of the time we don’t even know what’s inside that box. And each person has their own box — a whole universe we tend to confine ourselves to,” says André Gola, ECD at Grey Brazil.
