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July 30, 2018 - Comments Off on 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
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.
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
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.
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
Published by: Holly in Events, Opinion, Reviews
Tags: ad students, advertising, art director, artist, awards, cannes, competition, copywriter, creative, creativity, d&ad, design, education, event, events, exhibitions, grads, graduate, graduates, illustration, london, placement, student, ycc, young creative council
After last year's hiatus, Cream is back! And it's getting an upgrade.
This year they're not only showcasing the best talent from universities, but they're also offering FIVE budding creatives who don't have a degree, the chance to get a massive leg-up. These five will be given an eight-week mentorship from top agencies before exhibiting their work along with the 15 at the Private View on Thursday 20 September.
Cream is run by The Talent Business, and this year it's in partnership with Havas London. If you're lucky enough to get chosen, you'll be esteemed company, as just some of alumni include the likes of Ben Middleton & Stuart Outhwaite (Creative Partners, Creature London), Chris Bovill & John Allison (Joint Heads of Firepit), Ana & Hermeti Balarin (Joint ECDs, Mother), Alice Tonge (Head of 4Creative), Aidan McClure & Laurent Simon (Joint ECDs, BBC Creative) we could go on...
So get polishing those folios ready for submission. Then apply for this great opportunity by clicking the relevant link below.
March 16, 2018 - Comments Off on Because not everyone’s a Friends fan
I grew up in a small Cornish market town.
At school the only subjects I enjoyed (and was any good at) were the creative ones.
Y’kno the subjects other kids did for ‘fun’ or to avoid written exams.
Well art was my thing.
And I had no idea what kind of job it would get me.
To be honest, I don’t think my school did either.
If anything, it seemed like creative jobs didn’t exist... unless you wanted to be an artist or the next Mrs Schooling (my art teacher) ...
...which I did not, (sorry Miss).
one day, whilst watching Friends.
Season 9, episode 11 to be exact – thanks google.
I was introduced to a world beyond artist, or art teacher.
Chandler Bing had given up his job in whatever he did (who knows) to give copywriting a go.
Cheese – it’s milk that you chew.
A grape, because who can get a watermelon in your mouth.
Became my first real-ish insight into the ad-world.
Yeah, I’d seen ads on TV but the idea of advertising being one of those real-life job things – well, this was a first.
A quick google of ‘advertising degree courses’ and fast forward 4 years I’m graduating with a 2:1 in Advertising and Brand Communication from UCA, Farnham.
Fast forward another 8 years and I’m now a copywriter at a global advertising agency.
I can’t help thinking what if 16 year-old-me hated Friends? – I mean, some people do...
...some very strange people
And what about those 16-year-olds now – they’re not watching Friends.
So how are they meant to find out about the creative industry?
Yeah, we’re spending a lot of time visiting universities, myself included.
We’re talking to students who have already decided advertising is for them – great.
But no one is talking to school kids.
The ones that have absolutely no idea what they want to do.
Who have no idea of the possibilities that exist within the creative industry.
And if they are, I can’t imagine they’re talking to people like 16-year-old-me 254 miles away from London, in a town where creativity is seen as a hobby, not a career.
There’s a lot of talk right now about diversity, and rightly so.
Our industry is still dominated by white, privileged males. Although, I must caveat my art director falls into that category, and he’s f**king brilliant, so this isn’t a man hating exercise at all.
How are we meant to create change if we’re still hiring from the same places.
And talking to the same people.
Even the universities we’re visiting are usually the same ones within an hour train journey outside of London.
Why aren’t we casting the net further?
We should be talking to other courses, not just advertising ones.
We should be visiting schools and colleges, and not just ones near our office.
This year we, the YCC, have made it our mission to step outside the bubble that is London and get on the road to speak to students across the country about how incredible the creative industry is, and the opportunities that exist within it.
So far, this year we’ve spoken at universities in Leeds, Lincoln, & Essex.
We’re starting up conversations with schools, colleges and more universities outside of London.
And I’ll be heading back to my old art college in Plymouth and my secondary school in Cornwall, in hope to inspire someone like 16-year-old-me.
Because not everyone’s a Friends fan.
After having attended my fair share of industry talks, I must admit that I’ve become a bit cynical. Unfortunately, I’ve often found it to be the case that many speakers attend these events to be in the spotlight for the wrong reasons, using the stage for their own publicity. But the event I attended last night was different. It was genuine, and eye opening. The people on the panel were there because they wanted to help others. Which is the same reason why I’m writing this article.
November 29, 2017 - Comments Off on 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.
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.
September 12, 2017 - Comments Off on Creative Social – AI & The Next Generation of Creativity
It's that time of the year again, summers over (sorry, but was it ever really here) and the shiny events of autumn can start filling up your calendar again.
The lovely bunch over a Creative Social have a goodie coming up to get in your diaries. And as they're so lovely they've given us 2 tickets to pass onto you guys. All we (YCC) ask is for a write-up and some twitter / insta action of course.
Last week I popped by the Copywriters Unite meet up in Manchester. Hosted by the lovely Megan Wright, the evening saw a host of wordy creatives flock to Manchester bar Ply, for a good old beer and natter!
It's not often you hear about the educators behind advertising graduates, but this is an occasion to shout about a very special one.