Day seven; the last day of the festival. Whoa... it is barely possible to believe the week flew by so fast. As the week wore on, I found myself feeling more and more overloaded and exhausted, and I loved every minute of it. Taking a lasting break from seminars and meetings, I wanted my last day to be special - so I attended my first awards show!
I had no idea that the awards show (for Film, etc) would be so swanky, intense, and coveted. After waiting in a line of what seemed like thousands, we finally made it in. Climbing up to the very top (two rows from the last row in the whole theater!) we found our seats and waited for the show to begin. Again I was shocked at the display they put on - the music, the lights... even a matching set of beautiful to hand out the awards. This felt comparable to the Oscars or the Grammys but it was for Advertising.
The highlight of the of the awards ceremony was seeing the great work from other countries. Being an American, I of course have seen and laughed at the Old Spice "Man, Man", loved the Darth Vader clad kid "starting" the car, and seen many other ads that were featured in the show. However, it was amazing to be surprised by new commercials - I laughed at some, got goosebumps at others, and enjoyed them all. It was a great way to end my festival experience: seeing all this great work in the midst of the people who actually created it.
Sunday 26 June 2011
FIFTH COMMERCIAL CRITIQUE
This commercial series was for Kraft Macaroni and Cheese. Different from other campaigns (cheesasauras rex was an old favorite of mine...), these commercials are more serious and witty. The star of the commercial are kids who have a problem - their parents keep stealing their macaroni and cheese. They are irate about this, because there is nothing more they love than macaroni and cheese. The settings of the commercials are as if they are set in everyday life: this could be your kid complaining, or perhaps you had a food thief when you were young too... The camera moves in on the children, showing them as the lead in the commercial (sort of a "testimonial") but also shows the scene of family. This commercial makes it seem that everybody loves Kraft Macaroni and Cheese... it is not just for kids.
FOURTH COMMERCIAL CRITIQUE
This commercial was for the movie King Kong in 3d. They did not say what it was for until the end, which get the viewer engaged and curious about what this strange commercial was about. This commercial consisted of a montage of different people in slow motion. Only their faces visible, they all displayed different exaggerated emotions: fear, shock, wonder, etc. The intensity of their emotions was caused by something they were reacting to... but what? Finally, the commercial flashes KING KONG: 3D at the end. By withholding what is was, the viewer was intrigued by the commercial, and actively wanted to know what it was for. It also expressed how the movie, especially in its 3d version, is intense, exciting, and feels like reality.
Friday 24 June 2011
THIRD COMMERCIAL CRITIQUE
My third commercial is for Bawadi havla. This involves the use of testimony about the strengths of Bawadi havla: the consistency, the strong sesame taste, how well it spreads, how well it keeps, etc. However, these testimonies do not come from a cheesy salesman or a smiling housewife, they come from prisoners in Egypt. Havla is the most common food in their prisons, so clearly they are the authority on the merits of different brands. In each interview, the face of the speaker is blurred out - thus not singling out an individual and it feels like they are the voice of all the inmates. They also employ humor: one prisoner interrupting another to give his opinion, a daughter-mother prison duo, etc. The background settings are drab: this gives the impression that "wow, they have nothing to be happy about.. if Bawadi can make them that happy, what will it do to me?!". At the end the screen flashes a montage of smiling inmates holding up their prisoner number and the screen reads: "Those who know havla, love Bawadi." I found this very enjoyable to watch and it did a good job of convincing people that bawadi is the best (because the prisoners say so!)
FESTIVAL – DAY SIX
Today I attended my first master class. The first thing I notice was how much more relaxed, hectic, and unorganized the setup was! However, it was nice to be in the Young Lions zone (oh how I’ve missed the colored walls and bean bag chairs!). The master class we attended was HP Graphics Arts & BBDO.
This class focused on the recent, award winning Billboard Magazine campaign. Markos Mederios, the creative director of the campaign (who is apparently a “rockstar”) told us about his Grand Prix work. The initial perspective on the separation between magazines and artists was that magazines were made up of dots and artists were built from their influences/inspirations… so why not put the two together?
The campaign integrated the “influences” of major artists and the “dots” of traditional magazines. The idea culminated in a series of portraits (Eminem, Britney, Michael Jackson, Ozzy Ozbourne) made up of dots. However, the dots were in fact smaller likeness of the artists’ specific idols. For example, Michael Jackson was composed of Diana Ross, and two others artists he claimed inspired him. They also created a specific alphabet for each artist, transforming the letters to represent something from their career. For example, the “T” in Madonna’s alphabet was a cross (symbolizing the iconic “like a virgin” song/music video).
Having combined the “behind the scenes” aspects of magazines and artists, Billboard wanted to make their campaign more interactive and engaging for the consumer. Therefore, they created a website allowing consumers to create their own dot portrait or to “Billboard themselves.” By seeing this portrait of yourself, made up of your favorite artists, the consumer can then discern that they are “made of music”. Mederios really focused on the importance of engagement, entertainment, and interactivity in a campaign.
Directly after the master class, we had our last speaker of the trip: Chris Hall, the President and Chief Executive Officer of BBDO Atlanta. Having heard about both the past and present of BBDO in class, textbooks, and here at the festival, I was very excited to hear what he had to say. In fact, he summed up our experience and what we have learned at the festival in three simple (maybe not so simple…) points:
1.) Creative communication is far more effective and gives the company/client a competitive advantage
2.) We are in the golden age of creativity. The world is thirsty for content and there will be more changes in the next 5 years than have happened in the past 25.
3.) Great work is a team sport.
Finally, he closed with saying that companies and people who collaborate well and are innovative will go far. Hopefully I am one of them! I really respect Mr. Hall, not only for his position in BBDO (a legendary company to students like us) but I also know his stepson.
It is crazy to think to that tomorrow is our last day at the festival: it has gone by in a flash but I feel like I have gained ten years of experience and knowledge.
This class focused on the recent, award winning Billboard Magazine campaign. Markos Mederios, the creative director of the campaign (who is apparently a “rockstar”) told us about his Grand Prix work. The initial perspective on the separation between magazines and artists was that magazines were made up of dots and artists were built from their influences/inspirations… so why not put the two together?
The campaign integrated the “influences” of major artists and the “dots” of traditional magazines. The idea culminated in a series of portraits (Eminem, Britney, Michael Jackson, Ozzy Ozbourne) made up of dots. However, the dots were in fact smaller likeness of the artists’ specific idols. For example, Michael Jackson was composed of Diana Ross, and two others artists he claimed inspired him. They also created a specific alphabet for each artist, transforming the letters to represent something from their career. For example, the “T” in Madonna’s alphabet was a cross (symbolizing the iconic “like a virgin” song/music video).
Having combined the “behind the scenes” aspects of magazines and artists, Billboard wanted to make their campaign more interactive and engaging for the consumer. Therefore, they created a website allowing consumers to create their own dot portrait or to “Billboard themselves.” By seeing this portrait of yourself, made up of your favorite artists, the consumer can then discern that they are “made of music”. Mederios really focused on the importance of engagement, entertainment, and interactivity in a campaign.
Directly after the master class, we had our last speaker of the trip: Chris Hall, the President and Chief Executive Officer of BBDO Atlanta. Having heard about both the past and present of BBDO in class, textbooks, and here at the festival, I was very excited to hear what he had to say. In fact, he summed up our experience and what we have learned at the festival in three simple (maybe not so simple…) points:
1.) Creative communication is far more effective and gives the company/client a competitive advantage
2.) We are in the golden age of creativity. The world is thirsty for content and there will be more changes in the next 5 years than have happened in the past 25.
3.) Great work is a team sport.
Finally, he closed with saying that companies and people who collaborate well and are innovative will go far. Hopefully I am one of them! I really respect Mr. Hall, not only for his position in BBDO (a legendary company to students like us) but I also know his stepson.
It is crazy to think to that tomorrow is our last day at the festival: it has gone by in a flash but I feel like I have gained ten years of experience and knowledge.
Thursday 23 June 2011
SECOND COMMERCIAL CRITIQUE
My second commercial I have decided to critique is for Heinz Classic Tomato Soup. The commercial consisted of many different types of people eating soup in many different situations - a cramped apartment, camping, on a cold day, etc. The people ranged in a variety of ways covering all age groups, races, gender, etc. Though all the situation and characters were all very different they all were doing the same action - blowing on their filled spoon to cool down the soup. This was endearing not only because of all the familiar situations, but because everyone in their life has done that same thing before taking a swallow. However, the commercial took that action (and the little whistling noise blowing makes) and turned it into the tune of the "happy birthday to you" song. This let the viewer sing along and realize Heinz is celebrating its 100 year "birthday". Overall I really enjoyed this commerical - it instills you with a feeling of nostalgia and warmth toward the product
FESTIVAL – DAY FIVE
The day we have all been waiting for. Having seen a plethora of exceedingly intelligent speakers and titans of the industry, one would imagine the week could continue to get better. A twenty-year old girl, I have heard more than my share of will.i.am’s music. I have seen him in concert, follow him on twitter, and respect him for his continued innovation in his music. Needless to say, I was very excited to hear him speak.
The McCann Worldgroup & MRM Worldwide presentation contained a wide range of expertise and opinion. However, there were a few main points I was particularly inspired by. Having grown up as a member of the digital generation, I have never really been all that fascinated by technology; it has always been a part of my life. Their discussion was about how technology is driving the growth of creativity.
Technology seems to have progressed more in the past ten year than it has in the last century. As people develop, the technology they create matures as well. With all the new social forums and social media, people are more accessible than ever. The authors of our own real time autobiographies, we express our thoughts, feelings, and experiences through technology. As they described Twitter, we have created a “collective consciousness”; through social media, it is possible to see the level of cohesion or discord throughout the world.
As it is such a “malleable media”, there are endless possibility for growth and creation. It is the perfect forum in which to have an idea, create that idea, and get it out there to serve both yourself and the community. I rather like the idea that you cannot wait for someone to solve your problems, you have to take that first step and solve them yourself. As will.i.am said, “if you take a first step, and others takes steps, then that is a movement.”
Speaking of movement, I was completely astounded by our speaker today. Amr Salama (whom I have already requested to follow on twitter…) is a filmmaker and political activist from Egypt. His story really helped reinforce the power of social media (and “collective consciousness”). With the laws restrictive, censorship all encompassing, and the denial of the national news to accept the reality of the revolution.. (whew, take a breath) social forums such as Twitter and Facebook were used to promote the cause, support the cause, and execute the revolution. Through youtube videos and blogposts, citizens of Egypt and around the world were able to see the realities of the revolution, feel the struggle, show their support, and take action. His story (including being kidnapped…) was utterly fascinating.
The McCann Worldgroup & MRM Worldwide presentation contained a wide range of expertise and opinion. However, there were a few main points I was particularly inspired by. Having grown up as a member of the digital generation, I have never really been all that fascinated by technology; it has always been a part of my life. Their discussion was about how technology is driving the growth of creativity.
Technology seems to have progressed more in the past ten year than it has in the last century. As people develop, the technology they create matures as well. With all the new social forums and social media, people are more accessible than ever. The authors of our own real time autobiographies, we express our thoughts, feelings, and experiences through technology. As they described Twitter, we have created a “collective consciousness”; through social media, it is possible to see the level of cohesion or discord throughout the world.
As it is such a “malleable media”, there are endless possibility for growth and creation. It is the perfect forum in which to have an idea, create that idea, and get it out there to serve both yourself and the community. I rather like the idea that you cannot wait for someone to solve your problems, you have to take that first step and solve them yourself. As will.i.am said, “if you take a first step, and others takes steps, then that is a movement.”
Speaking of movement, I was completely astounded by our speaker today. Amr Salama (whom I have already requested to follow on twitter…) is a filmmaker and political activist from Egypt. His story really helped reinforce the power of social media (and “collective consciousness”). With the laws restrictive, censorship all encompassing, and the denial of the national news to accept the reality of the revolution.. (whew, take a breath) social forums such as Twitter and Facebook were used to promote the cause, support the cause, and execute the revolution. Through youtube videos and blogposts, citizens of Egypt and around the world were able to see the realities of the revolution, feel the struggle, show their support, and take action. His story (including being kidnapped…) was utterly fascinating.
Wednesday 22 June 2011
FIRST COMMERCIAL
The first commercials I watched were a series on the Chicago Blackhawks professional Hockey team. They each featured a single player, in full uniform, on the ice. As they are the only one on the ice in the commercials, the seem in control of it - like they own it. There is romantic, almost haunting music in the background. It expresses beauty and sophistication. The speech in the commercials only comes from the individual player in each one. The words focus on the skill and passion they have for the sport. For example, one player (showing off his slapshot) remarks "the goalie can't stop what he can't see". Another explains "I lost 7 teeth last season. I still have 25 left." They all show the intensity of the sport. The movement in these commercials is slow, almost dreamlike. The camera focuses on different shots - the player, the puck, the skates, etc however it is usually zoomed in. I liked certain aspects of this commercial series. It shows the intense and difficult nature of the sport and the high level of perfection the players have to maintain.
FESTIVAL – DAY FOUR
Today was more about the music and film industry – I don’t know much (if anything) about the inter-workings of either industry though I consume both almost daily so it was interesting to hear about them.
It has been increasingly more crowded, busy, and harder to get into seminars as the week goes on. This morning we arrived in time for the MoFilm seminar, however in order to do so, we had to sit in the steps on the upper level of the auditorium.
The highlight of the seminar was the presence of Jesse Eisenberg. The Social Network made such a commotion when it came out, so it was exciting to see the star speak. It also shows what a profound effect social media has had on our generation and culture that there has been a film made on the topic. Jesse Eisenberg explained his predicament when he got involved in the industry. Realizing that acting, though an art form, is a business, he realized how commercial it was. The others discussed how central the audience is to a brand. The power of consumers is that “their perception defines the brand.” It amazing how no matter the man hours of creating a brand image, the consumers still are the final word on the real image. Chevrolet showed a plethora of clips.
Our first speaker of the day, Jennifer Frommer, was from the music industry (interscope records). Not only is Lady Gaga her client, she obviously knows a lot about her business. She made it clear how well you have to know your client. This way you can make sure the ventures you pursue for them are right: like the Italian singers with Olive Garden. What I really took away from her was her advice to be “pro-active, not re-active”
David Simon was a fireball. Obviously a very intelligent man with rapier with, he was captivating the entire meeting. He had a very strong opinion on everything and everything. I liked the progression of his career. Thinking of himself as a journalist, he just took opportunity after opportunity and it led him to where he is now. Though he gave us great insights into the makings of his shows, his thoughts on advertising, and his thoughts on journalism, I liked his ending quote. In eleven words: “Disregard* the money, leave the world better than you found it.” While in this world if you want to make money, you can make money. You should do what you are meant to do.
Allison Arden, Advertising Age: I really enjoyed her presentation. She was set on making it very interactive (which wasn’t very good for me because I was in the back) and really started a dialogue going. I found it endearing how though she is a big wig in a cutthroat industry, she maintains that it is important to be inherently good.
*Edited for content.
It has been increasingly more crowded, busy, and harder to get into seminars as the week goes on. This morning we arrived in time for the MoFilm seminar, however in order to do so, we had to sit in the steps on the upper level of the auditorium.
The highlight of the seminar was the presence of Jesse Eisenberg. The Social Network made such a commotion when it came out, so it was exciting to see the star speak. It also shows what a profound effect social media has had on our generation and culture that there has been a film made on the topic. Jesse Eisenberg explained his predicament when he got involved in the industry. Realizing that acting, though an art form, is a business, he realized how commercial it was. The others discussed how central the audience is to a brand. The power of consumers is that “their perception defines the brand.” It amazing how no matter the man hours of creating a brand image, the consumers still are the final word on the real image. Chevrolet showed a plethora of clips.
Our first speaker of the day, Jennifer Frommer, was from the music industry (interscope records). Not only is Lady Gaga her client, she obviously knows a lot about her business. She made it clear how well you have to know your client. This way you can make sure the ventures you pursue for them are right: like the Italian singers with Olive Garden. What I really took away from her was her advice to be “pro-active, not re-active”
David Simon was a fireball. Obviously a very intelligent man with rapier with, he was captivating the entire meeting. He had a very strong opinion on everything and everything. I liked the progression of his career. Thinking of himself as a journalist, he just took opportunity after opportunity and it led him to where he is now. Though he gave us great insights into the makings of his shows, his thoughts on advertising, and his thoughts on journalism, I liked his ending quote. In eleven words: “Disregard* the money, leave the world better than you found it.” While in this world if you want to make money, you can make money. You should do what you are meant to do.
Allison Arden, Advertising Age: I really enjoyed her presentation. She was set on making it very interactive (which wasn’t very good for me because I was in the back) and really started a dialogue going. I found it endearing how though she is a big wig in a cutthroat industry, she maintains that it is important to be inherently good.
*Edited for content.
Tuesday 21 June 2011
FESTIVAL – DAY THREE
Today was a very busy day. So as not to bore whoever is reading this, or accidently write a ten page paper, I’m going to go over everything I attended but focus mostly on two presentations!
In order to secure seats for the celebrities of the day, we got there early enough in time to see the presentation Agenciaclickisobar & Fiat. They explained the growth of the automobile throughout history and ended with the unveiling of their newest smart car. Though informative, the subject matter did not interest me at all except for their statement that “brands carry not just ideas but ideals”
I attended Beyond Mad Men: This panel included Martha Stewart, Carol Iam, Gail Heinmann, and Kimberly Kadlec – four women at the top of their industries. They discussed the astounding lack of female presence in high-level positions in the creative industry and how they broke through the ever present “glass ceiling”. Most women averred that they simply ignored that there was a glass ceiling; a job was not a job for a woman or a man, but simply a job. Common qualities they possessed also helped them rise to the top and they iterated how important it was to have them: confidence, competiveness, optimism, persistence, competence, persuasiveness, and many other things. It was inspiring (as a woman aspiring to succeed in the creative field) to hear from these women with such successful careers. I especially liked how they encouraged us to be vocal about what we want – no one can help you and no one will know unless you have clear goals and work hard to obtain them. I was a little disappointed though – we talked about Martha’s cooking and modeling, but not her jailtime!!
The Yahoo: Content as conversation catalyst was exceptionally enjoyable. Not only did it involve my childhood crush (thank you dad for having me watch boy movies) but it examined the creation of personal experiences on every platform. Lucky enough to have had an employee of Yahoo sitting behind us, we knew this presentation would be good. Clearly still possessing his famous charm and wit, Robert Redford exuded intelligence, business saviness, and a passion for creative work. His work with Sundance can easily translate to the ongoing goals of advertising work; he urged us to “create something fresh”, “float with change”, and to take risk. As many other presentations have argued: risk is well… worth the risk. On plain in simple terms, risk is always there – it allows you to take chances, explore new territory, and discover new opportunities. His passion for creativity, authenticity, and quality left me holding him in the highest regard.
I watched the Digitals + Vevo seminar from the viewing TV near the café. Though I tended to get distracted by commotion going on around me, there was one point Pharrell made that I really enjoyed: music is a part of everybody and everything – you don’t have a memory with out a sound in it. I believe the same thing can be said about ads; eating milk and oreos with your granddad, the smell of grandma’s lancome perfume. It is remarkable how much brands play a part in our past, present, and future.
The speakers today I found very entertaining and informative. I wish I could have gotten to speak with them more afterwards and hope to find them later in the festival! All and all a good day.
In order to secure seats for the celebrities of the day, we got there early enough in time to see the presentation Agenciaclickisobar & Fiat. They explained the growth of the automobile throughout history and ended with the unveiling of their newest smart car. Though informative, the subject matter did not interest me at all except for their statement that “brands carry not just ideas but ideals”
I attended Beyond Mad Men: This panel included Martha Stewart, Carol Iam, Gail Heinmann, and Kimberly Kadlec – four women at the top of their industries. They discussed the astounding lack of female presence in high-level positions in the creative industry and how they broke through the ever present “glass ceiling”. Most women averred that they simply ignored that there was a glass ceiling; a job was not a job for a woman or a man, but simply a job. Common qualities they possessed also helped them rise to the top and they iterated how important it was to have them: confidence, competiveness, optimism, persistence, competence, persuasiveness, and many other things. It was inspiring (as a woman aspiring to succeed in the creative field) to hear from these women with such successful careers. I especially liked how they encouraged us to be vocal about what we want – no one can help you and no one will know unless you have clear goals and work hard to obtain them. I was a little disappointed though – we talked about Martha’s cooking and modeling, but not her jailtime!!
The Yahoo: Content as conversation catalyst was exceptionally enjoyable. Not only did it involve my childhood crush (thank you dad for having me watch boy movies) but it examined the creation of personal experiences on every platform. Lucky enough to have had an employee of Yahoo sitting behind us, we knew this presentation would be good. Clearly still possessing his famous charm and wit, Robert Redford exuded intelligence, business saviness, and a passion for creative work. His work with Sundance can easily translate to the ongoing goals of advertising work; he urged us to “create something fresh”, “float with change”, and to take risk. As many other presentations have argued: risk is well… worth the risk. On plain in simple terms, risk is always there – it allows you to take chances, explore new territory, and discover new opportunities. His passion for creativity, authenticity, and quality left me holding him in the highest regard.
I watched the Digitals + Vevo seminar from the viewing TV near the café. Though I tended to get distracted by commotion going on around me, there was one point Pharrell made that I really enjoyed: music is a part of everybody and everything – you don’t have a memory with out a sound in it. I believe the same thing can be said about ads; eating milk and oreos with your granddad, the smell of grandma’s lancome perfume. It is remarkable how much brands play a part in our past, present, and future.
The speakers today I found very entertaining and informative. I wish I could have gotten to speak with them more afterwards and hope to find them later in the festival! All and all a good day.
Monday 20 June 2011
FESTIVAL – DAY TWO
BBDO: YOUR NEXT BILLION
I was very excited about the BBDO seminar because I had read about them so much in so many of my different classes. Even from the book we read for the summer, it is clear that they were and are a dominating force in the advertising industry and I was filled with anticipation to hear from such a respected organization. They discussed the different relationships people have with their different technological devices. They labeled the TV as a “everyday man and a jester”; the PC the “sage’; the mobile a “new lover” and the tablet as the “wizard”. Respectively they offer relaxation/entertainment, wisdom/trust, a deep, personal connection, and near magical wisdom. BBDO avers that if you define and create a seamless connection between all of the “screens”, that is the key to making your next billion. It was a remarkable presentation: not only did in information, but in delivery and charisma. It is clear why they as a company continue to earn and keep the respect of the industry.
KRAFT FOODS: featuring Malcolm Gladwell.
Immediately, Kraft’s featured speaker proved himself to be an intelligent and charismatic speaker. However, after his introduction, his immediate subject matter failed to enthrall me. Though obviously knowledgeable on the topic, his analysis of different army types left me confused not only about his point, but his relevance to the field of advertising. My attention to his speech wavered until he thoroughly explained his “it is better to be third, than first” theory. His analysis of Steve Jobs and the Apple corporation thoroughly proved his point: they were the “tweakers” not the innovators. Though they were not the first, they have proven themselves to be the best by improving the efforts and inventions of those before them. Another example that clarified his theory is social next working; it was neither Friendster nor MySpace that swept the nation, but the third version: Facebook.
WORKSHOP: THE RULES BEHIND BREAKING CREATIVITY RULES
I found this workshop rather fascinating. Analyzing a myriad of commercials, campaigns, and strategies, the lecturer summarized the workshop into clear, different methods of advertising. The first (examples were a car rental company, an Australian magazine, and Gillette in India) was a strategy simple explained as “fight for the cause.” In order to attract the attention and interest of the customers, advertisers create a cause, make platforms for people to discuss, and in turn generate sympathy/awareness for the brand (which transfers to the brand). The cause can be serious/humorous, consensus/controversial, or real/fictitious. The second pattern (ex: meat pies, the philharmonic, and Andes beer) was to create a new product of service. Through this creation and marketing people experience and absorb the core message of the brand, raising awareness and sales. The third pattern is sabotage/removal (whopper, Heineken, guitar company) – this strategy draws attention; people acknowledge the world as the way it is, it is when something changes they take notice. We then broke up into groups and made our own campaigns. It was informative, enjoyable, and nice to interact with people in small group settings.
Microsoft:
Though I did not take notes during the Microsoft tour, it was enjoyable. The new technology was astounding and the key thing to take away from the tour was the name of the game is “immersion”
IN OTHER NEWS
Google Bar is awesome. Business cards from Google and angry birds (who helped me beat a couple levels on my phone.) Hello corporate world. See you alllll there tomorrow! Chubby Bunny contest at 6:30.
I was very excited about the BBDO seminar because I had read about them so much in so many of my different classes. Even from the book we read for the summer, it is clear that they were and are a dominating force in the advertising industry and I was filled with anticipation to hear from such a respected organization. They discussed the different relationships people have with their different technological devices. They labeled the TV as a “everyday man and a jester”; the PC the “sage’; the mobile a “new lover” and the tablet as the “wizard”. Respectively they offer relaxation/entertainment, wisdom/trust, a deep, personal connection, and near magical wisdom. BBDO avers that if you define and create a seamless connection between all of the “screens”, that is the key to making your next billion. It was a remarkable presentation: not only did in information, but in delivery and charisma. It is clear why they as a company continue to earn and keep the respect of the industry.
KRAFT FOODS: featuring Malcolm Gladwell.
Immediately, Kraft’s featured speaker proved himself to be an intelligent and charismatic speaker. However, after his introduction, his immediate subject matter failed to enthrall me. Though obviously knowledgeable on the topic, his analysis of different army types left me confused not only about his point, but his relevance to the field of advertising. My attention to his speech wavered until he thoroughly explained his “it is better to be third, than first” theory. His analysis of Steve Jobs and the Apple corporation thoroughly proved his point: they were the “tweakers” not the innovators. Though they were not the first, they have proven themselves to be the best by improving the efforts and inventions of those before them. Another example that clarified his theory is social next working; it was neither Friendster nor MySpace that swept the nation, but the third version: Facebook.
WORKSHOP: THE RULES BEHIND BREAKING CREATIVITY RULES
I found this workshop rather fascinating. Analyzing a myriad of commercials, campaigns, and strategies, the lecturer summarized the workshop into clear, different methods of advertising. The first (examples were a car rental company, an Australian magazine, and Gillette in India) was a strategy simple explained as “fight for the cause.” In order to attract the attention and interest of the customers, advertisers create a cause, make platforms for people to discuss, and in turn generate sympathy/awareness for the brand (which transfers to the brand). The cause can be serious/humorous, consensus/controversial, or real/fictitious. The second pattern (ex: meat pies, the philharmonic, and Andes beer) was to create a new product of service. Through this creation and marketing people experience and absorb the core message of the brand, raising awareness and sales. The third pattern is sabotage/removal (whopper, Heineken, guitar company) – this strategy draws attention; people acknowledge the world as the way it is, it is when something changes they take notice. We then broke up into groups and made our own campaigns. It was informative, enjoyable, and nice to interact with people in small group settings.
Microsoft:
Though I did not take notes during the Microsoft tour, it was enjoyable. The new technology was astounding and the key thing to take away from the tour was the name of the game is “immersion”
IN OTHER NEWS
Google Bar is awesome. Business cards from Google and angry birds (who helped me beat a couple levels on my phone.) Hello corporate world. See you alllll there tomorrow! Chubby Bunny contest at 6:30.
Sunday 19 June 2011
FESTIVAL – DAY ONE
When we arrived this morning to the Young Lions section, I thought it resembled a daycare center; only it was perfectly designed to please the sprawling group of 20something year olds in attendance. 15 minutes, two red bulls, one smoothie, and six drawings later, I was more than ready and excited to start my day.
After our meeting with Susan from USA Today (which was pleasant and informative), I made my way to my very first seminar of the festival: Goviral: The Long Idea with Jimmy Maymann and Martin Lindstrom. Having taking a Rhetoric and Pop Culture class this past, I have some understanding of how deeply brands permeate our conscious and subconscious thoughts. However, these two presented brands as a religion. Before people deemed the speakers heretic, they explained our idolatry of brands. From their research, the “ten commandments of religion” are as follows: rituals, symbols, sensory appeal, emotion, mystery, power, storytelling, belonging, grandeur, and enemy. Sound familiar? In addition to explaining how we are probably all polygamists (brands and religion), they explained how our “21st Century Evangelism” is a three fold process including first production, publication, and then distribution. Their seminar was particularly enjoyable because their studies so controversial and in depth.
The next seminar I attended was Um, L’Oreal, and BMW. While the panel was obviously stacked with intelligence and expertise, I did not find it incredibly thought provoking. I did however enjoy the L’Oreal rep’s description of the importance of personalization and connection with a client. They market their product (beauty products) on a very personal level: hair color, eye shape, skin tone, etc
Following Um, L’Oreal and BMW group was the presentation led by TheNetworkOne. Consisting of only independent companies, this was my favorite seminar of the day by FAR. Each presentation made me laugh, think, and more thoroughly understanding the process of creative advertising. The speaker from “Special Group” emphasized the idea that when working on a campaign that, “if makes you nervous, that’s good”. Half of this business is taking risks, pushing boundaries, and exploring new horizons – never follow the trend, set the next one. The others echoed his belief that advertising is a mixture of creativity and fear. These three speakers instructed us to “make noise”, “if you do what you always did, you’ll get what you always got”, and finally, “good is the enemy of great, and great is what matters.” This last idea is quite motivational: good enough will get you hired, content, etc – but it stands in the way of greatness. They always gave me my new favorite commercial ever. (See link below)
This panda is my new spirit animal. http://www.youtube.com/watch?v=nTCTfleD-pA
IMC^2 Friends With Benefits: While it started off with a bang led by an energetic man who looked remarkably like Colonel Sanders, I was unimpressed by this seminar. Boasting big names like Nick Jonas, I was looking forward to getting some real insight but I felt the conversation was a bit scattered and focused too much on the fact that Nick was a Jonas Brother. However, the popstar did give some good insight on how important it is to form a deep, personal connection with your consumer (of in his case, fans) and to use social media as a form of growth promotion.
I also attended Naked: As I have a lot of writing already I will keep this short: I enjoyed the Lego commercial and the 3 C’s: community, crowd-sourcing, and co-creation were great talking points.
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