Acts, not Ads

Seminar Mark TutssellThe Leo Burnett guy, Mark Tutssel, Global Chief Creative Officer, told us a little bit about how to creats acts that engage people, insted of general ads, that don’t involve anyone.

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.

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