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.
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