Moving on, i must praise the well-known japanese concern about technology. They combined that with the will to give consumers a complete experience of music and created Miku Hatsune. Miku looks like a girl, but you can’t touch her..  cause she’s a holograme. And not only that. Miku Hatsune is an application that enables any user to sing (no mather how badly) and compose a song that would be transformed into a piece of art. The best 50 songs were taken to stage by a cute holograme of an anime female character, Miku. Everybody went nuts for her and the unusual concert was a great success and everything was real (the audience, the band, etc) but the singer!

The japanese people live very concentrated in very small places, so their smartphones become their last sanctuaries. That’s why their advertising industry has been heavily digitalized in the last years. One thing I liked from their tones of digital success case studies was that of a phone application that could see and catch butterflies in real time and space. Now that’s what I call reuniting humans and nature.. through machines!

Andrei Lacatus

Diana & Vlad, Design Team of the Year empowered by HP

Diana & Vlad, Design Team of the Year empowered by HP

The best one of them all, still, remains Adobe Museum of Digital Media. This is a unique concept of a museum that is going to open it’s doors in one month. It’s digital doors I mean, cause the whole structure, though it will look real and futuristic at the same time, exists only on the internet.  Exhibitions will include works that cannot be exploited in an actual museum and the visitor will be represented, on the platform, by a character looking like a combination between a jellyfish and a flower.

Adobe also believe that creativity must be completed by the power to find the right audience at the right time, so their software will, from now, get built-in analytics widgets, for testing and targeting the creative work. We’re moving towards the era of advertising led by the consumer behaviour. Technology is already changing in complete serenity with our needs.

Andrei Lacatus

Enjoy!

Andrei Lacatus

ps – I know you want to find out what the song in the Halston ad is. Your lucky day. Benjamin Bronfman – You’re the one

Anyway, I’m going to repeat some of it now. I’m sure you’ve seen the work my colleagues already posted today, so I’m just going to summarize the list of stars we’ve seen today, together with a short impression about each:

In the morning we went to the Mofilm seminar, where we saw special guest Jon Landau, the producer of both Avatar and Titanic. We were a bit starstruck while listening to this powerful man who had to deal with those huge budgets and numbers we can’t even think about. It was interesting to imagine the possibilities of a technology similar to the one applied in Avatar being transported into commercials. We’ll surely be able to interact with products on a more complex level soon.

Then the Kraft Foods seminar took it’s turn, with special guest Spike Jonze, who is a phenomenal film, commercial and music video director and stands behind many things I’m sure you’re familiar with. He spoke about the importance of connecting with the people independently of the form of motion picture you are in charge of. Sometimes us advertisers take ourselves a little bit too seriously and forget that, in the end, commercials have to also speak to people who are not in the industry. He pointed out the importance of saying NO sometimes and doing what you like, because it is only so that you can put passion in every project and be sure it turns out right. As to the decision making – leave it on your gut – Spike suggested.

The highlight of the seminars was, of course, Mark Zuckerberg. I’m not going to post another photo because all my other colleagues did and I can confirm he was there in person. As I am a huge Facebook enthusiast, it’s natural that i wanted to see and listen to the young CEO of this great company and product. Although i was charmed by the fact that Mark spoke very spontaneously and professionally in the interview, i must say i lacked maybe a little sense of humour and interaction with the audience. I think he was afraid of taking any kind of chances so he stuck to the things he knew best. All in all, at the end of the seminar, I understood what it is that makes this young man what he is today – he is in fact very bright and has a great sense of business flowing through his blood.

The last but definitely not the least favourite activity today was the workshop with David Droga and Craig Davis, along with their guests. Altough I could end this post here because having said these names must be enough for everyone, I promised a summary so here it goes:

C. Davis  showed us his latest project called Brandkarma, an interactive platform where consumers can vote, rate and discuss brands they use in order to establish which brands on the market are good and which are bad, and ultimately make a shift in the brand behavior so that they can all turn to the good side. Very poetically, he asked us to do this for our future children in order to leave them in a world full of corporately responsible brands.

D. Droga did not prepare an actual presentation but I really enjoyed listening to him talk anyway. He also insisted on brands that give something back to society so I’m leaning to think this is now beginning to be really important . Most of all, I admire his passion that lasts still after many (and i mean many) years of advertising, and I really believed him when he told us “We can change the world people!”.

That’s it from us today, I thank you for reading and wish you a good evening.

Catalina & Simona, Young Lions Media, empowered by Impression.

During the seminar i’ve seen some nice cases, too. I loved the Nibbles Boutique one, where the advertisers used some well-known blogs to open, one by one, online boutiques where the first people to register for the queue got a limited edition scarf. Also enjoyed the Nike ID campaign in Fukuoka, during which Nike generated unique-coloured shoes based on a picture of the customer.

Enjoy them while i run for the next seminar
Andrei Lacatus

Speaking of those products, the ones that i loved most in today’s presentation were Windows Phone 7 and Xbox Kinect. The first one totally operates like an ad serving machine. If you are an advertiser, it allows you to keep your buyers connected to you through 3 new functions. One is the Tile function. The phone’s main screen permanently show these user selected tiles (shortcuts to a website or to an aplication, etc) and the advertiser can change the content on them, putting up messages or changing their layout (for example, if you’ve got a tile with the shortcut to the Xbox site, they can set it to announce the arrival of a new game). Another advantage is the short way to use applications on the internet, with no intermediaries. Last, but not least they’ve got a thing called Toast, a news bar appearing on the top of the screen everytime something new happens.

The fun part started when Xbox Kinect got into stage. It redefines the gaming experience because you have no controllers. There’s only a camera that recognizez the movement and voice of the player. It also takes photos of you playing and can upload them on Facebook. It’s great and i want it! All in all, this seminar showed how great ideas combined with great technology can lead to incredible things!

Andrei Lacatus

Diana & Vlad, Design Team of the Year empowered by HP

The CEO of Facebook also predicted the rise of social plugins, little widgets that can be put on every site, to make it social and to show the user how his/her friends have interacted with that content. Mark believes in these ways of improving people’s experiences on the internet but there’s one problem that always comes to the surface: Privacy.

Zuckerberg noted that privacy is a really delicate problem and that’s why Facebook are dealing with it seriously. “Our goal is to build a system that gives people the chance to share more and in a more secure way” he said. Advertising also comes into the game using Facebook and Mark thinks that we should all profit from this two-way-dialogue platform to engage our consumers, to get close to them and built comunities that last in time. That’s his focus with Facebook, too. It’s a company that focuses on the long-term  relationship with the people it serves and i think that’s one of the most healty brand philosophies in the world.

Andrei Lacatus

Diana & Vlad, Design Team of the Year empowered by HP

Diana & Vlad, Design Team of the Year empowered by HP

Henrique de Castro, Vice President of Global Media and Platforms at Google, talked about the future of display and video and how YouTube, television and mobile will coexist in a world where boundaries are disappearing and convergence is all the rage. The seminar started with internet and it’s presence on all screens, including TV. With the future Google TV the user will can search related videos to a movie for example. Another interesting thing were the dynamic ads, which mean that ads will be posted based on the weather. If it’s reaining products like umbrellas or utilities for the house will be displayed. If it’s snowing showels will be displayed.
In the near future during watching live videos like football matches users will can chat in the same video window. Video will be more and more relevant.
The industry is changing so fast that Google’s advice is to create and not adapt.

This day will be a crowded one, with big names on the list like Microsoft, Leo Burnett, Coca Cola, Facebook and many more.

After the party last night people seem to be a little sleepy in the auditorium.

Diana & Vlad, Design Team of the Year empowered by HP

Interrupting advertising is practically the one that stops your favourite tv programs to give you pieces of information about different products. The speakers identified that it has the advantage of the artwork. That means that you can really create a story around the product and that every ad is, basically, a short film that tells a story.

Integration advertising is not often noticed by the consumers as it’s supposed to not interrupt the experience you’re having (movie, music, etc) but still place a product under your eyes. As an example, speakers brought up the first 5 minutes of the movie “I am legend” during which Will Smith blasts up a Mustang Shelby in an abandoned town. Now that’s smart produc placement!

At the end everybody decided we need both kinds of advertising but took note of the fact that interruption advertising should either turn into interruption-art-advertising or become more integrated, to be successful. Anyway, creativity is a plus everywhere and, as Nick Cannon said, authenticity makes you get the things right for this smart generation of young people that imediatly feel everything that’s fake.

Andrei Lacatus

Diana & Vlad, Design Team of the Year empowered by HP

Diana & Vlad, Design Team of the Year empowered by HP

Diana & Vlad, Design Team of the Year empowered by HP

Diana & Vlad, Design Team of the Year empowered by HP

Diana & Vlad, Design Team of the Year empowered by HP

The impact that a brand should make over it’s consumers must last longer in time. Tell them something and they will forget. Show them and they will understand. Involve them and they will act! The secret, then, is to have campaigns that get people to behave in a certain way. One example for this theory is that of Reebok Run Easy. The insight was the fact that not everybody runs until they spit their hearts out. Some really do it because they enjoy it. So Reebok created something for this group of people. I’m talking about a community platform where everybody can post their favourite run maps, share photos of cool places they see while running and upload playlists with the music they like to have in-ear while the feet are moving.

Enjoy, and behave!

Andrei Lacatus

Andreea&Ionut, OOH Team of The Year, empowered by Impression

Corina &Iulia, Young Marketer empowered by Impression.

Speaking of awards, we had a little moment where we counted all the award winners (Silver, Gold and the Grand Prix) from different countries to see who is sweeping the scene this year. So far, the top of the tops are Australia with no less than 16 Lions. Next in line are Sweden and USA with 14 Lions each. Germany follows with 10 Lions and the UK with 8 shiny roarers. The counting goes on tonight, because we’re heading to the Media, Radio and Outdoor awards in a few minutes.

If you are in the mood check out one of the best and most awarded campaigns so far – Gatorade’s REPLAY, which is making everyone hands’ clap like crazy every time they appear on screen.

We’re off for today, keeping our fingers crossed for Iulia & Corina, the Young Marketers Team who will surely impress the juries on Friday.

Catalina & Simona, Young Lions Media, empowered by Impression.

Iulia & Corina, Young Marketers empowered by Impression

Andreea si Ionut, OOH Team of the Year, empowered by Impression

This is where they come in with their famous happenings (i can’t call them flashmobs). The rest is creativity, operating on the idea, on the fun of doing it and not on trying to sell a product. It’s all about giving people an experience to remember.

Below, you get some of their famous works:
1. no pants subway ride – http://improveverywhere.com/missions/the-no-pants-subway-ride/
2. frozen grand central – http://improveverywhere.com/2008/01/31/frozen-grand-central/
3. high five escalator – http://improveverywhere.com/2009/02/09/high-five-escalator/

Enjoy and always be aware!
Andrei Lacatus

Andreea si Ionut, OOH Team of the Year, empowered by Impression

The brief we had to work on was written by the great team from Peace One Day, a non profit organization that stands behind The International Day of Peace, adopted by all 192 members of the UN. We were truly left speechless yesterday when the client himself – Jeremy Gilley – entered the room and spoke to us about the marvelous things his organization does for man kind. We were inspired by this man who traveled the world, helped the poor, organized manifests, concerts and football championships, all of this to promote and ensure sustainability for The International Day of Peace.

So he asked us to come up with a compelling media strategy in order to promote The International Day of Peace to a number of 50 million young people from around the world. We think it is a challenge that rose to the occasion. We hope we did too!

The thing is, just by being here we already felt like winners and wanted to say a big THANK YOU to all the people who made these things possible and stood behind us all the way.

We’re off to the first award gala now, keep your fingers crossed for us tomorrow!

Catalina & Simona, Young Lions Media, empowered by Impression.

The British Jury analyzed each of the performances and fully occupied auditorium was asked to vote for the most convincing sales person.

With more than 50% of the votes, Todd Herman was declared the winner and the title got him a 3 months placement at OgilvyOne.

“Finally the brick got me a trip to Cannes” said the winner.

Rory Shutherland, executive creative director at OgilvyOne :”it is not enough to have a great idea if you do not have the correspondent talent to get people to act on that idea-the thing doesn’t work”.

Corina &Iulia,  Young Marketer empowered by Impression

The NY Macy Believe campaign reached the audience not through and ad, but by using an animtaed movie based on a real story of a girl called Virginia who sent a letter to The Sun asking if Santa Claus was real. The last in the JWT showcase was a rather innovative approach to the celebration of Valentine’s Day. The Heineken Beer Gloss was sold out 2 weeks after it was launched as the perfect Valentine’s Day gift for her, that he can enjoy as well.

Iulia & Corina Young Marketer powered by Impression

Where are we now vs where to go:

2010 is defined by confused overwhelmed

2011 divided consumer

2012 the triumph of beauty/ functional and breathtaking

Consumers have raised the bar of creativity because of their high level of being creative. Creative design shall walk hand in hand through all the process of developing a product, not only at the beginning or at the end.

And finally but not less important, the brief is something to design, is about background and shall induce a 360 experience.

Corina & Iulia – Young Marketer empowered by Impression

On Sunday, all the fuzz was made around the seminars. There was no award ceremony at the end of the day, so everybody concentrated on what those great people said on the stage of Debussy Theatre in Cannes.

„These guys have got another piece of brain attached” i heard somebody saying in my back as i was taking my seat. It was two o’clock, I was obviously late and the discussion was already exciting. On stage, directors from Textappeal, Columbus, Disneyland Paris and Facebook (no, not Mark Zuckerberg yet, but the Head of Planning and Strategy – Trevor Johnson), talking about how digital will change advertising, making it superglobal or, at the contrary, hyperlocal. Social media came into discussion and everybody remarked that not all the countries understand it the same way. In Japan, for example, you are considered superficial if you’ve got too many friends on Facebook. So the challenge is to get a campaign that uses a big idea, declined for all the local markets. Plus, you have to get your client happy, so if you can resolve this puzzle you may be what they call a magician. One of these happy cases was the campaign for the Devassa beer in Brasil. Practically, what they did was take superstar Paris Hilton out for fun during three weeks, filmed everything, got the delicious videos out on the web, got comments, got spread in social, made a provocative ad out of them, got banned, celebrated the success. By the way, Devassa means „bitch” in their language. Now imagine a dirty blonde Devassa having fun in a club near you (here’s an article about the campaign, in the ny daily news – http://www.nydailynews.com/entertainment/tv/2010/02/26/2010-02-26_paris_hiltons_sexy_new_ad_for_devassa_beer_sparks_outrage_in_brazil.html ).

Maybe the most successful seminar of the day was the one with the guys in Tribal DDB London. That may be because charismatic Matt Ross received lots of praises from most women in the room but also because these guys were bloody eficient. Great presentation about social media and about what it really means. The „How to get it right in social media” guide includes advice like:

• Listen first. Sell second.

• Be a social brand. Just like a well timed friend. Don’t annoy. Don’t dissapear either.

• Maintain a permanent relationship with the consumer.

• USE A GOOD IDEA TO START A CONVERSATION!

• Be open.

Practically social media is not about your brand, but about what the consumers have to say about it. So grab a chair, start listening and try to spot the spaces where your brand can come in and satisfy a need. Just like Ashton Kutcher did. He photographed Demi’s behind (something that people wanted) and posted it on Twitter (letting everybody talk about it). In no time, he got to be the first one to have over a million followers on the website. Ashton Kutcher understands social media.

And if you put a little bit of creativity in all your social product, you might make it really shareable. The guys from tribal DDB did it with the Monopoly City Streets Campaign. The problem in the brief was the fact that people go online more and more and don’t play board games anymore. What did they do? The went online, teamed up with Google and created, for a few months, a global version of Monopoly that used Google Maps. You could actually buy any street on Earth! It was a huge succes and 5 million people got interested to spread the word, because it was creative, meaningful and useful. Lots of people bought the boardgame after a few months. Here’s the wikipedia page for the concept http://en.wikipedia.org/wiki/Monopoly_City_Streets .

Sunday had lots of other interresting seminars among which the one sustained by Mainwaring Creative where we all got an alarm signal that said that we should reverse everything we know about advertising. That means „Push” is now „Pull” – don’t fill up the mind of your consumer with a message but instead let him sent messages on the topic you’ve started. Also „Talking” is now „Listening” – obviously you have to listen to their needs. „Image” should be transformed in „Authenticity” – because consumers know when you’re being fake, and „Center” is now „Flow” because now it’s easier to make your story travel through your consumers who act like co-authors.

Talk to Simon from Mainwaring at www.simonmainwaring.com .

The guys from Sapient Nitro held their seminar at 5 o’clock, when everybody was already relaxed and thinking about the evening long walks through this beautiful city. They took advantage and talked about happiness. About how the relationship between a brand and it’s consumer resembles a no strigs attached lovers’ relationship. Loyality is an illusion, because people have more and more trusted sources for advice in buying stuff. That’s why your brand should always be approacheable, should have something that people want, should listen, make you feel special, invite your friends to it’s party and should have absolutely no strings attached. These were the principles they used when they created „Share Happy”, the ice-cream that shares smiles. Literally. The smiles are collected by a special ice-cream vending machine that gives you a piece of cold pleasure if you smile in front of the camera. You can also upload the picture on facebook and share it with your friends. I am now in the press room, at the Palais, so i’m gonna go out and have a picture of it for you. Back in 5.

Back. I’m off to see what the second day holds for us here. Lots of seminars and workshops on the way and people are talking about the Dutch Beach Party tonight. Everybody’s saying it’s gonna be a blast. We’ll see about that and we’ll blog too, but tomorrow! Now let’s have some Cannes!

Andrei Lacatus

Excellent video examples for the last two categories can be seen here:

Google Chrome Speed Test – a branded content model

What is iPad – a product model

Andreea&Ionut, OOH Team of the Year, empowered by Impression

The seminar started with a short presentation of how interactive entertainment looks today and how surclases today the movie industry and books industry also. Mobile industry has become a more robust platform lately.

Now the focus is put on the family and the way they share the experience of gaming . The graphics in the latest Fifa videogame is amazing. They’ve made a new sistem called Head Star in which the amount of detail is bigger than ever.

EA made a partnership with Coca Cola and created a championship “The impossible is possible” in which everyone can play in the Fifa World Cup online and “change” the course of the real championchip. Next was a short list of partnerships between EA and different brands, where they offered old retro games for example. Patrick Fourniol from Renault presented their campaign in partnership with EA. They’ve made some ads made with The Sims 3 game engine where characters from the game were presenting the new electric cars launched by the french carmaker.

Diana & Vlad, Design Team of the Year empowered by HP

Diana & Vlad, Design Team of the Year empowered by HP

have something others want.

be approachable.

listen and make everyone feel special.

make them want to invite theit friends.

have no strings attached.

Sabina Ionescu, PR Team of the Year, empowered by The Practice

Patrick Collister from Directory came up with plenty of examples to demonstrate it: letters raising funds for homeless people that are left outside, in the rain, before being mailed – with a simple message “this is how it feels when you’re left out all night”; stamps with Haagen-Dazs ice-cream taste that wait to be licked and tasted before being glued on the envelope; or lingerie direct mailings with a perfect body pictured on the envelope, having the face covered by a stamp, because lingerie is all that matters…

Andreea, OOH team of the year, empowered by Impression

DDB presented a series of good and bad examples of social media practice. They spoke about Monopoly City Streets and how in 2 months they become the 12 most popular online game, about how Bud TV as a solution for making controversial ads available. Among the bad social experiences, they mentioned Kingsmill bread that asked people to post confessions and got to personal. Their advice is that if you don’t have something to say, just don’t say anything at all.

Alex, Roger Hatchuel Academy student, empowered by BCR

DDB spoke about how brands need to become more human and friendly. They strongly believe that the traditional community didn’t die it just changed and brands need to adapt. They need to listen and become social.

Nico, Roger Hatchuel Academy student, empowered by me.alchemy

Today was introduction day at Roger Hatchuel Academy. We got to met one another and talk about the thing that brought us here: Advertising. Overachievers, awarded and competition seeker students presented their perception on advertising, each in a more creative way then the other.

I got to speak to Clive Challis and meet Rick Boyko. Clive told us about the transition of graphic design into Art Director and that all the work should focuses on the concept more then on the execution. To be creative means to inflame somebody’s imagination and make them pick your product. They also defined creativity using

Nico, Roger Hatchuel Academy student, empowered by me.alchemy

The selected design, marketing, and advertising students for Roger Hatchuel Academy got to meet today Howard Draft and he emphasized upon the importance of the advertising campaign actually having a specific result. According to him every campaign should have a perfect balance between the strategy, the insight and great media coverage. Clive and Rick ended up today’s class telling us never to let anyone tell us that we are not creative no matter in what department we work in, advertising is first of all a creative process of selling products.

Alex, Roger Hatchuel Academy student, empowered by BCR

Iulia&Corina Young Marketers empowered by Impression.

Patrick Collister’s seminar was one of the most inspiring of all day till now.
He talked about mail and how powerfull it can be if it is used inventively. The seminar was a sequence of examples of how mail was used to generate a high impact. Some of the elements you can play with if you want to be different start from the way you put text in the page, it’s transparency, color, to the way the envelope looks like on the outside, the inside, and not lately from what it’s made of and how it smells. Most of them generated amusement in the audience and proved that mail is a powerfull medium.
One example we liked is the one above from Maeva- Proximity Paris in which they attached a small rope to the envelope so it looks like an escape one from jail when is inserted in the mailbox.

Diana & Vlad, Design Team of the Year empowered by HP

Sabina Ionescu, PR Team of the Year

Although most of the advertising people consider Direct Mailing to be the ugly sister of all other forms of communication, Patrick showed us that with a little imagination and willingness to step outside the box, one can create an exciting experience simply by using an envelope differently. In this direction, he showed us a dozen of ideas on how to use envelopes, letters and text. Of course, the beauty of an ideas comes from adapting it to each client’s individual needs and thus using direct mail as the immediate sollution to the client brief.

To give you a few examples of what i’m talking about, i’m going to name some of the letters he talked about”

• An insurance company sent a burnt envelope with an intact letter inside, to show how safe things are when insured by them.
• An awareness campaign for donations to the homeless left envelopes outside in the rain for an entire night, dried them, and sent them to people. The copy wrote “This is how it feels like to spend a night in the rain.
• A health and fitness center sent letters to the wrong adress, forcing people to deliver the letters themselves. This was their form of pushing people to exercise more. If people opened the letter anyway, the message scolded them for being lazy
• The text on a letter sent by Schwarzkopf was initially grey and became more and more black as the reader kept going trough the brief. The brand promissed to do the same thing with your hair.
• An agency raised awareness about children not being baptised by sending a letter with only a single sentance: “Put this under tap water”. When the people did this, the text appeared and talked about the importance of baptism. Obviously, the campaign had tremendous success.

So these are just a few of the great ideas that we saw today. I have to leave you now since the next seminar is about to start. Up next is TribalDDB with their story about the power of social media.

Thank you for reading!

Catalina & Simona, Young Lions Media, empowered by Impression.

Fingers crossed for Catalina&Simona – the Young Lions media team, that in only few hours will enter the competition and also for Iulia&Corina – the Young Marketer team that will face the jury on Friday.

Have a great Cannes 2010

jorg and his colleagues between judging sessions

Jorg, you represented Romania in a cosmopolite Jury Panel at Dubai Lynx 2010.

Share with us your thoughts about this special professional experience.

There were few things I really like, in different categories: I think the grand prix outdoor idea for the Dubai metro is just awesome, great and simple – please visit www.dubailynx.com to see the awarded work. Such a smart use of alternative media! I think also the direct grand prix, the dustvertising idea for O&M, is brilliant, a perfect example of efficiency in direct/guerrilla. In tv, there was a brilliant spot from Egypt that won gold, about redoing in an Arabic way Hollywood legends such as Rocky or Seven – very well directed and edited, just hilarious in the acting. Also in print, the work from Elephant Cairo, I found it extremely smart and well done – especially the work that won gold for the chewing gum, that for me is easily a silver in Cannes (i accept bets!

How was the judging experience?

In our jury (Direct & Sales promotion, interactive) the judging process was simple, as we all felt surprisingly aligned on the work to shortlist – and then to award. Little discussion took place in the interactive section (which was a little poorer than the rest, to be frank), so we had to set a slightly different standard, in order to send a positive message and encourage the industry to keep going and improve.

Did you have some time for the seminars? Which were the best?

I went to almost all the seminars except for Monday morning when we were still judging… I loved the speech of John Hunt about the “Art of the idea”, fantastic in his simplicity and style. Also Chuck Porter was great (excellent work and irony!), and Amir Kassaei (brilliant drive towards future ideas)…but I think best speech and more relevant for our times was the one from my president of the jury, David Nobay. It’s all about story telling and ideas, in the end, no matter the media. Everything has changed, nothing has changed.
A final taste about Dubai – the event & the place?
The whole event was great: very well organized, professional and high end – as advertising should be.World class. Also, Dubai is a place where ideas are growing at a fantastic speed rate. Everything is sparkling and happening now, people are there with the feeling of literally being building the place, and this is very cool. Lots of energy, as the whole world is there. with 75% of expat population, you don’t really feel so secluded.
Still, anyway, the Arabic culture is present, and shows in several different ways – from drinking restrictions to cultural influence in social and media behavior. but i think everything is done with cleverness in Dubai – the rulers understand they have to be liberal to attract the world. This applies also for adverts.

“Nationalism is the feeling that your way of life, country, or ethnic group are superior to others” – George Orwell

“Patriotism is the last refuge of a scoundrel” -  Dr. Samuel Johnson

We all have traditions, moral values, habits from our national country that we take with us when we travel around the world.The same thing is happening with brands they promote themselves with the help of their national identity.You can promote your brand through national identity but you can’t denigrate other countries in your ad`s. You should check this ad’s:

- Smart: No Americans wanted (outdoor)

- chevrolet the accessible american dream (ad)

- Seat: Ein, Zwel, Auto Emocion – is a fusion between audi and seat (ad) …..and some rules to REMEMBER:

- it’s not where you are FROM, it’s what it says ABOUT YOU…..so be true to yourself

- POSITIVE about YOURSELF, not negative about others

- AVOID crude STEREOTYPES, cliché , and CHEAP JOKES

- THINK of a DREAM-STATE RATHER then a NATION-STAT

Ioana Popescu

Popescu Ioana. Loriana Marchetanu. Evelin Bundur

Young Creative is the most wanted position for students thet want to gain recognition in te fields of advertising. Toay we had seen the best students all over Europe that had to come witha solution in 48 hours for a brief given only 2 days ago. the had to fullfill heir asigment at their full poential in order to win the competition. We’ve saw te creative solutions as the students performed on a stage. The soltions they came up with were very good, one better than another. From our opinion, the romanian team (Mihaela Mihai & Ruxandra Mateiu) had the most coherent speech and we wish hem the best of luck and have fun at the after party.

Popescu Ioana. Loriana Marchetanu. Evelin Bundur

It didn’t have any address or anything useful that would help me find it. This is the link from the picture.

My ideea was to find that house during the four days I stayed in Amsterdam, and guess what? I FOUND IT! (while I was looking for the hostel we all stayed in)

Or I could as well say that THE HOUSE FOUND ME!(Very happy times for my general mood)

Evelin Bundur.

Hi there!

Today there was a series of workshops and seminars that were absolutely delicious.

Our top favourites were:

1. Leo Burnett and the Brand Union(Tutssel $ Tutssel)

2. The networkone (Zero Budget Campaigns)

3. BETC Eur RSC6 (Creative Artificial Inteligence)

4. AQVA

But w ill share the experience provided by BONGO Advertising (king Kong vs. Godzilla). Ina time limit of 5 minutes we had to interact with people who were standing behind us and more important people who we never talked to before.

The interaction concept was based on doing things that you like with people you like. It is very important to find your “match”, that person that connects with you in a natural way. We consider that a profesional relationship function in the same way as it does in any kind of human relationship.

” If you do things that you like you’re probably good at it … and if you do it with the people that you like it’s ever much funnier and much easier in hard times”

INTERACTION is the key!

Evelin Bundur. Loriana Marchetanu.

After a day full of seminars and workshops, mindblowing each and avery one of them, Eurobest organised a party for all of us at the Bureau Pindakaas. It was a great party with great music, eaven grater people and a fantastic atmosphere.

We also enjoyed the invitation which was at the same time A MENIU entitled

” A HEADY COCKTAIL SERVED UP IN THE HEART OF EUROPE’S CREATIVE CAPITAL”.

Here are some of teh cocktails on the list ( entitled after the workshops and seminars):

- TAXI ON THE ROCKS

- BOOZE LEE

- 1-2-3 ACHTUNG!

- BONKERS BLOODY

- DIRTY 180

- TRUTH WELL TOLD

- SLAMSTERDAM WORLDWIDE and many others

We had a lot of fun dancing, drinking and networking with creative people from all over Europe.

At the end they gave us a special drink made for the morning after the party. It’s named G-TOX and it really works!!!)

Evelin Bundur. Ioana Popescu. Loriana Marchetanu

Good vs. Bad

180 is about:

Having the idea

Making sure it’s the right type of idea

Having the idea ice

Believing in the idea

Being relentless with the idea

Being right with the idea

It’s about analyzing a situation from many angles.

A good idea sustained by a good execution it’s ideal but sometimes you don’t have the resources, so the idea will lose it’s value.

So it’s better wait, rather than to rush thins and do a bad execution. Everybody at one point in their lives made a few mistakes, but it’s important to learn from them and not to be ashamed because al the things from the past made you who you are today.

Popescu Ioana

15 of the best young creative teams presented their solution to the brief they received only 48 hour ago.  It was extraordinary to see how the jury evaluated every single presentation. We got an insight scoop of how to deliver a successful campaign in a very short time. Also interesting was to see how one problem got almost 15 different approaches.

The brief asked the young creatives to design a campaign for joinTheTap.org that would help persuade LOGOC that tap water should be the official drink of the 2012 London Olympic Games.

We liked the Swedish team for their clean cut campaign proposal.  The winners are yet to be nominated, we keep our fingers crossed for our team!

Greetings from some ad-addicts

Nicoleta Ivascu

Robert Surpateanu

Stefan Condurachi

If I had to make a top of today’s workshops and seminars, it would look like this :

1.    Leo Burnett

They were absolutely  outstanding.

2. Zero-Budget Campaigns

The key phrase of the seminar was: MAKING SENCE.  It was about campaigns that have the same impact as big budget campaign but with 0 costs. I found it very interesting as we were showed a few projects that managed to achieve the same impact a traditional high-cost campaign would. I got to see : 
Julian Boulding, Founder – thenetworkone
 Willem van der Schoot, MD – Lemz, Amsterdam
 Alex Baixas, Head of Digital – Shackleton. They emphasized the importance of “ having a little bit eye for the world not the money”. They proved their point by showing us some of their 0 bdget campaigns: “ The Neighbor Day”- Doweur Egberts Coffe and Omo’s- “ Outside play”. Also something I caught from all of them “ viral is the consequence of a very well done  campaign not a campaign itself”

3.Naked Communications had a very interesting presentation to, they focused on the importance of storytelling and how creative talent is borne from popular culture. Another issue was “ Mysterious coincidences in advertising”. They were talking about campaigns that were inspired by user generated portals done with no commercial perspective.

4.Cai program was a very exciting program that proved the importance of human thought by creating a machine that was able to make a print just by introducing the brief’s main points. I found it very interesting because it emphasized how important interpretation and human contact are.

All in all, I had a blast! No other place I’d rather be right now. We also went to a party and made some friends from Miami Ad School. They insisted to come to a club but some of us decided to take a rain-check because in we were eager to see the young creative’s presentations in the morning.

All the best from Eurobest

Nico ( Nicoleta Ivascu)

What I’ve learned?
People don’t buy things because they need them, people buy things because they want them…In order to have success, you have to make the people want your product…

How?
Give them the story!
Robert Surpateanu

The result of the experiment was weird, funny and useful in the same time.

It proved both that machines can have a weird kind of black humor, but also proved that genuine, human creatures are somehow better. The only difference between the man and the machine, from that point further ?

the necessary time.

 The Stephane’s demonstration ? Le me use his words: creativity too often resembles a mediocre recombination of already existing things.

Our machine demonstrated only one thing – we should never become like it.

ps: we just loved the Stephane’s kind of Louis IVX outfit.

http://www.hyperisland.se/

The goals of the Hyper Island school:

- students to become cutting edge

- we support our students to learn and develop skills, not just software.

- to manage CHANGE, because in a company or project, CHANGE is a constant.

- we give students tasks they don’t know how to resolve.

- they need to increase the entrepreneur skills and attitude in team work.

- we encourage to embrace failure and then to take that experience into the next projects.

- we encourage to leave the daily ruttiness and to challenge their own way of thinking and doing things.

If  I had to pick, I’d say my favorite two were : Decoding Email Marketing and The Hardest-Working Swedes in the Business give You a Peek behind the Scenes.

Leave me alone Harry and hold my hand Larry!

The first focused upon the importance of creating a proper direct marketing content and concept for the online environment. Besides the well known advice that any direct marketer gives : NO SPAM, Michael Leander ( FEDMA’s CEO) showed us solutions to avoid it. He started by talking  about “one to one marketing” and proved how the best 2% marketers ( “ motor people”) manage to stay on top. According to him, the three main considerations a successful direct marketer should always remember are : Create an experience for the consumer, Engage your target and Tell the target exactly what you want him to do. At the last one , he told us about his own philosophy regarding consumer’s behavior:  Leave me alone Harry and hold my hand Larry- Harry is the consumer that takes his own decisions and prefers to explore on his own the platform or content, and Larry is the one that needs to be given exact directions. Michael Lander also emphasized upon the importance of using multiple tools for the online direct communication like newsletters, offers and promotions , and alerts. The idea is that even if you lose one, you still have two left. An other interesting part of the workshop was a case study he showed us about an opera that made a little experiment to analyse the target’s behavior : they made two Stage Passes, the first had four types of discounts and was called ( Stage Pass) and the other one had 5 extra discounts and was called Stage Pass +. After six months, they realized that even if, both were free, to everyone’s surprise, 60% chose the pass with less options. Another tip we got, was to include the preview sample at a newsletter subscription in order to give the target the opportunity to “touch” the product before “buying” it.

5 Ad-Gurus in one small room!

This was a dream came true! In this workshop I met 5 people that I have read about , admired and never thought I would get to know or see so close. Sweden has some of the best advertising people in Europe.

The first were the B-Reel guys : Oscar Tillman and Lars Bjurman- you might remember them as the ones who did Hotel 626, the first advertgame built on the concept of interactive film. ( Doritos Campaign). They proved one again that creativity and innovation have no limits with three of their newest campaigns

Axe

Talk Talk Brightdancing

Asylum 626

Then came  ACNE Digital : with Klas Jonsson and Max Ahlban. They had a very interesting way of structuring their presentation, they chose to explain us the rules of interactive storytelling using their campaigns as an argument.

1. Let the user be part of the story  : Change perspectives at Saab Campaign
2. Let the user be the story : The Lynx Roar
3. Let the user create the story : BBC Blast Get Creative

Also, a quote that stick to me was what they said regarding to the future of storytelling and advertising : “ The next step forward is to take a step back and understand the past and presenting order to create the future.

The last was world known North’s Kingdom CEO: David Erikson who presented his last campaign for Germany’s National football team : A graphic novel game – Adidas

All in all, I got to run to take some pictures with Amsterdam’s  ginger bread  like .

buildings that seem to be sinking in the water.

The ad-addict always on a hurry: Nico  (Nicoleta Ivascu)

Shortly,  we’ve been perfectly  explained, nice professional and clear, how great music  can help, support, or even be the key of success in to some advertising campaigns, a perfect example, it’s the old Pepsi commercial around the 80’s, which was a great success just because of the great  king of pop Michael Jackson, and his famous song Billie Jean…

Check it out: http://www.youtube.com/watch?v=vd15YVb2M6M

Robert Surpateanu

From  this point of the day TWO seminars took place at Eurobest, Amsterdam

and I will now be sharing some insights,mainly the ones that interested me most.

FIRST Seminar – GLUE (Being Irresistible)

The first project that really cought my attention was Bacardi’s campaign B-LIVE BEATOLOGY

a very interactive website with a GREAT ideea behind it. Check it out for yourselves!

They also developed a campaign for a drink named OASIS which practically

began as a story of a real life love affair between a gril and a cactus boy

(the headline of the campaign being “for people who don’t like water”).

Unlike the usual campaign strategy which implies a 20% buget investment

to get the campaign ready, this one took a risk and raised the buget limit with 30 %.

AND THEY SUCCEEDED!

SECOND Seminar – THE BERLIN SCHOOL OF CREATIVE LEADERSHIP

The seminar consisted of three leading European creatives who presented their latest work in understanding the world of advretising.

Every one of them were great but one did catch my full attention. Gideon Amichay’s speach is the moment I’m talking about.

SUBJECT—-The CREATIVE Consumer: GREAT or THREAT?

He had a great point of view about the digital tsunami which is approaching.The main ideea is wether a creative consumer is becoming as important or

more important than the agency’s creatives.

There are two threats to this sittuation: 1. Abssolute control is over( an age of dialog instead of monologue) and 2. the BIG denial and one solution so far

TO AMBRACE THE UNKOWN AND TRY TO WALK TOGHETER DOWN THE SAME ROAD!

I AM still in amSTERDAM and write you some more of Eurobest tomorrow night (before I go OUT with my classmates:p).

Evelin Bundur

In the rainy Amsterdam bicicles are huge and almost threatening:-). But who cares, after all ? The rest of the big team from The Alternative School is exploring the seminars together with the rest of the senior romanian delegates, few of them teachers at The Alternative. We will join them right now and we promise to keep you posted with pictures both cool and hot,the latest news and the vibe of the North.

definitely.

and what they actually do is this: “Each team has two days to create a winning campaign that fulfills the brief using at least three different media. The brief for the campaign is set by a charity client appointed by Eurobest. Teams of young creatives work to create a unique, eye-catching integrated campaign in only 48 hours.”

do you find it challenging enough?

read more.

Photo taken in Cannes. Where else?

The deadline to apply for the Alternative School is also getting closer.

It is simple. If you want to prove how much of a creative are you and get into the Young Creatives competition at Eurobest, you should apply faster, think wiser, work harder.

It is worth it. To be the best at Eurobest is not something to ignore.

Really.

It is not, although, our merit, but our students’.

And if you want to know the story behind it, here it is:

Every year we organise a competition on a School-related campaign brief. We truly think that the visual and the copy should not only reflect what we want to transmit about this challenging educational project, but also should reflect the taste and vibes of  the generation we work with. After all, it is dedicated to them, not to us.

Our 2009 winners are Cristi (Costea) and Carmen (Dobrescu) from Publicis. They attended the school in 2008-2009 period.  They won the competition for Dubai Lynx and explored the event as delegates, they were on the second best place at our young creatives competition for Cannes, attending it again as delegates and they finally made it as our heart winners with this year Alternative School print &web campaign.

We loved the warmth, the idea, the funny approach and the attention dedicated to the details of the execution.

…so, big thanks to this team and also to their creative director – Razvan Capanescu from Publicis. We always say that behind great young creatives teams is always a great creative director.

I wouldn’t miss the opportunity to learn, compete and enjoy Amsterdam. Would you ?

In the end, we are not only the school that is offering a huge learning opportunity to young people, but also the school that opens them the door to high quality international events, such as eurobest.com.

Work hard, be a fair competitor, be intelligent and use your gifts wisely; you could join the Romanian young creatives team in the most vibrant European festival and enjoy it.

Please use the email gradinita@canneslions.ro in order to ask any details you might want to know. We can assure in that way that we receive all your messages and we can provide a full and complete set of info.

In order to be accepted at the school you need to solve a brief (ask for it using the above address). Send along with it a cv and a portfolio of works that you are proud of.

Remember, we encourage you to apply as a team, able to generate ideas and to implement them.The advice is addressed especially to those who have as a goal to compete in the international contexts of Eurobest, Dubai Lynx or Cannes.

We remind you that on every semester we offer scholarships for remarkable applications. The selected persons for the scholarship will not need to pay the fee, instead they will work with some of our partner agencies in a internship system.

In order to be completely motivated, see what a great experience is ahead at Eurobest-www.eurobest.com.

it is the perfect start.

while the following year starts very soon and the inscriptions are on the run, i take a moment and talk about something i did after cannes. they asked me to write about it and i said, why not. it is something good to remember.

something that made me quite happy. the i feel slovenia competition within the golden drum festival. i found my entry on the top 3, after a selection and a short list and that was really nice. didn’t won though, another romanian guy was the winner. still, when your writing is appreciated is a big step. above all the things in advertising, this is what i value the most: copy.  when others do to, it’s great.

what was the competition all about?

write a letter of invitation for Slovenia. which i did. 

“Dear bliss hunter,

You may think of each road you take as the next adventure of your life. Good for you. Nevertheless, if you choose to visit Slovenia, well, you may need to reconsider. Seriously. Before stepping foot into the Republic of Slovenia, you should be fully aware of the consequences: this country has strong effects on people. Unconscious tourists returned home heart-broken, severely torn by heart-aches, doomed into never wishing to visit anything else. Such serenity in the mountains will be breathtaking. The medieval touch or the narrow streets can cause alienation. You will feel strange, like you are in some kind of different world, where time has stopped for a huge second. One look at the Mediterranean will simply put a spell on you. The gastronomic mix will change your eating habits forever. The Slovenians may even razzle dazzle you into not leaving the country at all. They may trick you into doing things that cause adrenalin explode. You will not be able to choose. Going with your instincts will be risky.

But if you are that stubborn and really wish to go, I urge you to prepare. Check you heart pressure. Your heart beats can jump way high. See an eye-doctor. Decide if your sight is up to all this. It will be painful to stare for hours. Consider a psychiatrist. You will definitely want to talk about everything you saw. The bare sight of a rare place will haunt your thoughts night and day. Don’t make me say: I told you so.

Still, let me rephrase it: Slovenia can cause love crushes. It’s like abracadabra on your tiny little heart. You won’t even see it coming. Bam! Love at first sight. Flaming sparks and all. The wicked place is very much alive. Alive like Santa Claus, on Prozac, in Disneyland, getting laid (as my Friends seem to think). Therefore, beware. Sit on it for a while. If you still feel the need to visit and put on the tourist clothes, then God speed. I wouldn’t want to stay in front of true love. If you can deal with the love issues, then Slovenia really is for you. Go get yourself a crush. Feel Slovenia.

For a second opinion, tourist guides always come in handy.”

so, after this, i just have to keep on walking. walking towards all kinds of such opportunities.

in the meantime, good luck to all the applicants. this school is going to be a great ride!

Ana Maria Vasilache

First stop – Eurobest, Amsterdam.

Subscriptions are open till october 24.  If you want to know more about the application steps, contact us at gradinita[at]canneslions[dot]ro

Successful creative work includes:

Chemistry

Respect

Ambition

Fear

Trust

Stupidity

Emotions

Revisions

Vanity

Insanity

Complementarty

EGOLESS

Malina Neagu – Empowered by TEMPO

From advertising and design trends that placed outdoor, happening and digital to a higher level as before this year we had a strong call to action from Act Responsible with Kofi Annan. During a 45 minutes seminar Kofi Annan Nobel prize winner and President of the Global Humanitarian Forum, David Jones Global CEO of Euro RSCG Worldwide and Global CEO of Havas Worldwide and Bob Geldof, Humanitarian, Pop Star, Broadcaster and Businessman talked about climate justice and appealed to the creative community to take a stand in this crucial matter.

A powerful message was send out through the Tck Tck Tck campaign presented during the seminar : we have to act now without hesitation.The solid proof came from placing a block of ice with the campaigns name Tck Tck Tck near the Palais de Festival that melted in less than an hour.

Some other interesting feeds came this year from Sawa seminar that showed new ways on  how brands can interact with the audience through smell, touch, sound, taste and sight with 3D commercials,  the smell of the product and the taste, interactive games and relevant sound selection.

Dentsu seminar presented this year by three female creative directors showed a interesting  perspective not only on the Asian advertisements but also on the social trends of the region.

Cows in Jackets  workshop presented by Daniela Krautsack and Marco Bevolo had an interesting view on how modern culture,  urban art and design will influence the way that advertisers will communicate to the audience.  The cities become a landscape for a new way of  interacting with the brand and outdoor becomes the only relevant way of communicating.

So these are a few of the greatest seminars and workshops for 2009 at Cannes Lions festival enjoy the feeds!:)

Alexandra Anghelache empowered by Tempo

After receiving the brief, we started to brainstorm. We did a bit of research and then went on looking for ideas. On the beach, on the rocks, in the apartment, in the park, everywhere we could get our inspiration from. And indeed, it was inspirational.

The day of the presentation, we barely  moved from the computer. As long as you think you have time to do it all, you actually don’t. Time is such a relative thing, especially when it comes down to using Mac and Keynote for the first time and also Illustrator to do some drawings. Because we wanted to be different, to have a special presentation instead of the standard Getty Images. We should have thought about it twice. Our first attempts may have been fun, but then it became kind of stressful.

Anyway, after finishing it all up, we gave it a print and took it home to sleep on it. We had some moules marinieres, which actually gave Adina an allergy afterwards and started to think about the oral presentation we had the following day. We had to sum it all up in 5 minutes only. We gave it a try, it was getting better and better, the speech I mean and then went to bed with our hopes up. Before the speech, the next day, we prepared also a board, with a few steps of our gaming competition (as you can see one one particular slide). As we had quite a lot of text, we thought of making it more easy for the jury. And that was it. Adina says the jury was delighted and my speech was no more than 5 minutes, which was great.  All in all, we were pleased.

After finding out the results in the evening though, we became more disappointed. But what was there to do?! Besides think positive and get motivated for the next competition, hoping to win something there. The experience was overwhelming indeed, very motivational for our future careers and we would recommend it to anyone. With or without a prize in the end. By the way, the winners are here.

As far as am I concerned, I have never been so stressed in my life. But at the same time, I have never participated so fully motivated into something so great.

Therefore, I should also thank Adina for the lovely and efficient collaboration.

Ana Maria Vasilache & Adina Stanescu. Empowered by Impression.

Here, we were improvising and taking loads of pictures!

Ana Maria Vasilache. Empowered by Impression.

He told us to focus on  the next thing: “Winning isn’t everything, but the will to win is everything”. As to do anything, one needs a purpose. A strong one. He set the best example he could give, as far as I’m concerned, the Cadbury Gorilla, which is indeed an act of joy! That means, that in such an act, people get involved, get active, they participate, therefore they are entertained.

This is what a people brand does: entertains people: engages, touches, involves people. Another good example was Museo Efemero, made in Lisbon. It was something that created value. It created a bond, a relationship with the people. See it also on youtube.

One of best things Mark Tutssel suggested, was to be always a sponge of life. So, don’t forget to bring back stories and use them. Especially in your work.

Ana Maria Vasilache & Adina Stanescu. Empowered by Impression.

cannes lions 2009 closed its doors. palais de festivals is actually host to another festival these days. but the great atmosphere is still on and the advertising festival scent has not left us. we had the best time at cannes lions, although we didn’t get any award at the Young Lions Media. I’ll talk about that experience in another post. but as for the rest, I, for example, had a favourite seminar or master class each day, and that is something enriching and worth spending your free time indoor the palais, although the weather was good for the beach. I had nice chats with my colleagues and people I met in cannes, and that was another good thing.

the last day was actually about a mix between novelty, storytelling, networking, conversation, stories, all of them related to efficient creativity. as funny as it was, the lean mean fighting machine seminar, as insightful it was the POKE seminar. on one side i heard about having fun -at the office, at any kind of work, in your daily tasks, in your free time-, about inspirational policies that some companies have, about incentives that break creativity loose, depending on the moment, the job and the agency. for more details the speakers indicated their blog: leanmeanfightingmachine.blogspot.com.

On the other hand, at the POKE workshop, i heard some good pieces of advice:

Create things worh talking about – in order for people to start a conversation

Great stories never end – so create stories!

Success comes from: Simple / Unexpected / Concrete / Credible / Emotion / Stories. So keep these in mind!

Novelty is good – look for new twists in conversations

Read this book: “Made to stick”

More to come, from the seminars I haven’t talked about, but loved very much, these next days. Never too late.

Ana Maria Vasilache &  Adina Stanescu. Empowered by Impression.

For who doesn’t know, Roger Daltrey is the lead vocal of The Who, the legendary britain rock band. He is also one the greatest voices in the history of rock.

For those of you who know about Roger Daltrey I can tell you that he is more than fine! After the dialog with Harvey Goldsmith he sang 2 songs though only one was in plan! He played guitar as well on Who are you and Ring of fire. What a performance! We all sang with him as backing vocals at Who are you and it was a dream.

Alexandru Hariga
This article is brought to you by the curtesy of Impression, our Cannes Lion Cyber Sponsor

Can’t tell you!

Come and experience it next year, your ideas will be different but as well positive!

Alexandru Hariga,
This article is brought to you by the curtesy of Impression, our Cannes Lion Cyber Sponsor

So, the suggestion was to take into account the innovation time off from Google. That means getting 20% from your daily job and do something different, thus enhancing creativity.

Cristina and Coanda, empowered by Tempo

Google is still giving all the three meals for free to it’s employees (Google yum yum) It’s better to keep your employees satisfied  than to hire new ones.

Google hires only people who have already done a mistake and learned something out of it. I think that it’s great that a company understands that people aren’t perfect, but the important thing is that they try to become.

People work in companies to make a difference not absolutely for the money. The company has to stand for something greater and so will its employees.

The internet is a great resource to start with if you are not a popular brand and Obama’s campaign did that.

The mobile phone is the future. Many of the speakers here, in Cannes, this week also said this. The mobile phone is very personal, it’s interactive, it’s the portable internet, it’s also a camera. So, get prepared for the mobile era. I have been also to some screenings and I have seen how “Editores online” implemented a campaign using the QR codes and the phone. Check it!

Diana Ichim

empowered by Tempo

Be coherent.

Use the right channels and don’t choose the channels before you find your  idea.

A good campaign continues even when the actual campaign is over.

There are a few interesting campaigns that you should take a look at:

Pampers’ village, Garron’s DaRes, GO Miniman, GO!

Diana Ichim,

empowered by TEMPO

TCK TCK TCK!

Cristina, empowered by Tempo

- design is the hope of the world, and when it’s bad, it’s terrible (the Corbusier inspired buildibgs, awful to live in, are actually designers’ fault)

- we are not just ad men, we are all designers

- design follows a universal language, beyond all borders and languages

- real people really care about design, because they understand it

- design is a very very public affair

- design is participative and engaging

- it’s the handmaiden of innovation

- our children live by it and they understand it critically (just think about Lego)

- it’s the bedrock of modern businesses

Coanda, empowered by Tempo

Who is the speaker ? How he presented What he said? Was the public involved? Was an interactive presentation? Was an interesting subject (for you)? Did you like it?

But, stay a moment to reflect …

It’s very easy to put an etiquette. Especially, when you dislike something. Sometimes you even get disappointed. But, have you ever thought to look inside you?

What you were thinking before the presentation? What expectation did you had? Did really wanted to be there? Were you present or your thoughts were flying somewhere else?

Were you engaged to be receive value?

Before attending to a seminar or workshop, take some time to think WHAT IS IN FOR YOU? Be focused on your objectives and in the same time keep your mind opened to see WHAT ELSE A THING COULD MEAN…

Enjoy!

Malina Neagu – Empowered by TEMPO