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The events of the past several years exposed a fundamental truth—what we have come to accept as the status quo was no longer working. In response to the moment, New York-based NGO, The Great Foundation, came to us with a big ask: Develop an idea that will make a difference in the world. That prompt led to The Festival Of Urgent Reinventions (F.O.U.R), a virtual conference-slash-incubator aimed to tackle the world’s most urgent and systemic issues. 2020 will be remembered as one of the most challenging years in modern history. But it also showed us what's possible when we put our minds together. It was during this time that The Great Foundation came to Instrument looking for an idea to ignite positive change in the world. Through numerous rounds of research, ideation, and conversation, Instrument arrived at an idea for a virtual event, pairing a TED-style conference with the community-led spirit of a hackathon. The goal was to establish a platform for change: uniting thinkers, creators, and innovators from all backgrounds and skill sets to help solve the world’s most pressing systemic issues. Credits: Creative Director: Jack De Caluwé Digital Agency: Instrument https://www.instrument.com/