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August 12, 2018 - Comments Off on Creative Social’s Creative Superpowers Event

Creative Social’s Creative Superpowers Event

What's your creative superpower?

Creative Social are back with a super superpowers event this September and you're invited. For this one they'll be exploring the superpowers of maker, hacker, teacher and thief, so it's sure to be a goodun.

They've also got some serious talent to do the talking. With Daniele Fiandaca, Laura Jordan Bambach, Mark Earls & Nadya Powell just to name a few.

And because they're so ruddy lovely we've got a pair of tickets to give away in exchange for a lovely little write up. Just email holly@youngcreativecouncil.com to be in with the chance.

They've also sorted us a little discount code for our lovely community so for 10% off head here.

SUPER DUPER!! See you there.

July 30, 2018 - Comments Off on Creative Stories From Cannes – The Roundups Roundup

Creative Stories From Cannes – The Roundups Roundup

So, you missed Cannes AND Creative Social’s Cannes round up? Fear not, here’s a write up of Creative Social’s round up.

Creative Social held their 5th annual ‘Creative Stories … from Cannes’ (previously Mini Cannes) on 18th July. Partnering with audio network and The IPA, they brought together a whole host of Cannes speakers to talk about the trends and tips from this year’s festival.

A rather blurry image from Scarlett and Charlotte’s talk

BRAND PURPOSE

First up on the agenda was the role of brand purpose. And buzzwords they most certainly are not. Charlotte Cramer (Strategy Consultant, Co-Founder of CRACK+CIDER, and Author of Be Bad, Do Good) and Scarlett Montenaro (Creative, 18 Feet and Rising, and Co-Founder of CRACK+CIDER) teamed up again for ‘Advertise Like You Give A Damn’ (www.alygad.com), urging the industry to reconsider effectiveness. They argued that effectiveness isn’t effective when it’s largely based on ROI. Return on Investment may sound like a pretty solid measure, but it fails to consider real social impact. Take makeup brands, according to their ROI they’re performing well but where is the consideration of impact on young girls’ confidence? Advertising is not doing enough. The pair called out industry bodies, arguing that they need to set horizons further. Awards for positive impact need to be given on a longer-term basis, not for work based on a short annual cycle.


Jung von Matt AG for Edeka, The Most German Supermarket

Some of the biggest winners at Cannes were purpose-driven – from Edeka’s ‘The Most German Supermarket’ (picked by Charlotte Williams, Director of Content at Cannes Lions) to Carling Black Label’s ‘Soccer Song For Change’ by Ogilvy Cape Town. Both are stellar examples of provocative and impactful work.

The panel touched on some of the issues surrounding brand purpose, with Al Campbell of We Are Social urging brands not to do something with purpose for no reason. Brand purpose has to be, for want of a better word, authentic. Brands like Shell greenwashing just won’t cut it. The rest of the panel were in agreement, with Natalie Graeme (Co-Founder, Uncommon) arguing that brands need to evaluate whether they deserve to exist, and Katrina Dodd (Head of Trends, Contagious) reaffirming that if you’re going to embrace some kind of purpose, it needs to be central to your brand.

AI and Data


Ogilvy Brazil for Forbes

The machines aren’t coming for our jobs just yet. Charlotte Williams led her AI discussion with a pearl of wisdom from Alicia Hatch, CMO of Deliotte Digital – “AI is good at patterns, it’s the job of creatives to connect the dots”. Charlotte called for an end to the paradigm of data vs creativity, urging agencies to recognise that data is not an end but a tool to be utilised. Karen Boswell’s (Head of Innovations at adam&eveDDB and Founder of TwoSpeciesLtd) pick of standout work was Ogilvy’s work for Forbes with Transparency International, an AI-centred campaign raising awareness of corruption.

The panel questioned the future of AI, with Simon Gill (Chief Creative Officer, Isobar) considering the potential for a breakthrough piece of work in VR and AR. He also mentioned the addition of Social & Influencer as a category this year, linking to the largely unexplored territory of virtual influencers (cue audience groans). Katrina closed with a positive note, reminding us that, as with previous technological advances, we’ll find a way to figure things out.

Transparency and Trust

Brands have to show transparency and clarity. What does this actually mean? As Charlotte Williams points out, people trust brands who share their beliefs. This also means brands need to ‘fess up when they mess up. Case in point is that KFC FCK ad. If you’ve been living under a rock this year and haven’t seen it, it’s well worth a look.


Rothco and The Times, JFK Unsilenced

Another stellar campaign was ‘JFK Unsilenced’, winner of the Creative Data Grand Prix. What does this have to do with trust and transparency, you ask? Well, Rothco was tasked with repositioning The Times as a paper that represents many voices. They used existing audio of JFK to recreate a speech he had written which called for America’s leadership to be “guided by the light of learning and reason” and to challenge those who would “confuse rhetoric with reality”. With technology that could now have a huge positive impact on ALS sufferers, The Times’ speech that never happened sits just on the right side of fake news.

Surprise and Delight

Shot on iPhone using Cheetos Vision. Yes, that’s my dog.

Last up, some tips on the work that surprised and delighted the speakers. Jo McCrostie (Head of Creative, Global Radio) champions her medium, noting how “audio is the place you can really afford, as a creative, to be playful”. With that in mind, she picked ‘Break The Taboo’ for Sociedad Argentina de Urologia Buenos Aires by Grey Argentina as a piece that really surprised her. Rectal examinations aren’t often advertised in a non-visual medium, so it’s a great spot if you’re interested in writing for audio and perfecting the ‘twist’ in your script.

Candace Kuss’ (Director of Social Media, H&K Strategies) pick for surprise and delight was Bihor Couture by McCann – a true David and Goliath tale that proves creative work doesn’t need “giant media buy” to be charming an impactful.

Karen Boswell’s pick was “surprising and fun”, reminding the jury not to take themselves too seriously amid all the talk of brand purpose. She chose Cheetos Vision, an AI camera that finds Cheetos snacks in everything it sees. Bonus points for parodying Apple’s ‘Shot on iPhone’.

Panel highlights included ‘Bodyform Blood Normal’ by AMV BBDO (preach!) and Kiwi Shoe Polish’s long copy ad. Ogilvy Chicago’s work, featuring the shoes of greats like Muhammad Ali and Amelia Earheart is a welcome reminder that long copy is not dead. As Katrina points out, our tube journeys would be nothing without all those ads to read (I’m looking at you, Jack Daniels). Long live the written word.

So, there you have it. Brand purpose, AI, data, trust, and some tips for work that will surprise and delight.

Written by @sophielockx 

 

June 28, 2018 - Comments Off on Single Mingle – D&AD New Blood

Single Mingle – D&AD New Blood

Are you an art director or copywriter seeking a partner in crime? Well you've come to the right place.

At D&AD New Blood, we're hosting a Single Mingle to help you form a creative team – and then take the adland by storm.

BOOK TICKETS

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November 29, 2017 - Comments Off on Creative Social Presents: F**k That’s Good

Creative Social Presents: F**k That’s Good

We sent @jensties down to last weeks last ever CS Presents, here's the DL! 

There’s plenty of crap out there. But there’s also plenty of creative goodness. And it’s the latter that is the focus of Creative Social’s ‘F**k That’s Good’ evening.

The premise is simple. Ask six people, who are already killing it in their respective fields, what blows their creative mind. And since it was Creative Social’s last CS Presents event, each speaker was asked to name their expected trend for 2018.

If you didn’t make the event - we got your back. Here’s a digest of what went down.

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November 29, 2017 - Comments Off on Get Creative in Under 3 Minutes

Get Creative in Under 3 Minutes

Being creative doesn't mean spending hours agonising over a single idea. In fact quite the opposite. Forcing yourself to work under a timer can often achieve better results, much like working to a really tight deadline. Some of my finest design work has been created when it felt like it was physically impossible to achieve. The kind of hear-your-heartbeat-in-your-ears kind of stress.

Putting yourself under false deadlines will help push out different kinds of imagination and also improve your ability to get across a really good idea in a short amount of time. For instance for a pitch or if you really want to kick-ass at Pictionary.

Here's a list of ways to boost your flow of creativity and help improve your portfolio, just make sure you have a watch/timer handy and go for it.

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August 15, 2017 - Comments Off on Lessons in life and advertising

Lessons in life and advertising

It's not often you hear about the educators behind advertising graduates, but this is an occasion to shout about a very special one.

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July 5, 2017 - Comments Off on ABC of Advertising Abbreviations: Part 1

ABC of Advertising Abbreviations: Part 1

There are numerous abbreviations the ad-world uses in day to day chit chatter. But what do they actually stand for again...? From ACD to Zip. We've got you covered! Part 1

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June 13, 2017 - Comments Off on D&AD New Blood Shift

D&AD New Blood Shift

Talent isn't about where you've been, or who you know. And it's not about having a university degree, either. It's about raw ability – and opportunities.

D&AD are back for another round of New Blood Shift – an intensive night school programme, which you can complete around your current job. There are workshops and talks by those at the top of their game and real client briefs to test your creative minds in ability and craft.

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April 21, 2017 - No Comments!

Home Schoolin’

This is probably my favourite part of the series. It’s about getting creative brain power in exchange for not much effort. Physical effort that is, you will need to think, but the fact you’re wandering through the YCC means you probably love this shit anyway, so it shouldn’t feel like too hard work. Get savvy from the comfort of your own bed. And just FYI, when I say creative I don’t just mean copywriters and art directors, I literally mean anyone who focusses on thinking differently, or uses art to solve problems, it could be anyone you admire.

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