Cannes Lions 55th advertising Festival 4

Tatil Design: Designing Naturally

Presenters – Frederico Gelli

Briefly described beliefs:

Natures strategic design inspiring natural design.

Everything is effected by everything else.

Design vs. Nature

Packaging – a woman’s  womb, the skin of fruit, the earth’s atmosphere

When the problem becomes the solution:

The California Lotus

http://www.schubart.net/images/LotusFlower.jpeg

This flower thrives in swampy environments. The center capsule is filled with seeds, and when if falls off it hits the ground and the outer layer disintegrates – this is how the flower germinates. A couple years ago the swamps California Lotus’ were found in were flooded, so when the seedpod fell it would float on top of the water and rot. So the plant evolved, it evolved itself to full with air when it fell and float to the nearest beach.

The thing we can learn from this flower is how to work with nature, or a problem, to use the least amount of energy and maximize satisfaction.

Why does an increase in technology equal in increase in objects?

The average number of objects in the American homes is 10 times the amount it was 10 years ago.

Standard cycle of production:

Raw Materials > Manufacturing > Distribution > Usage > Upgrades

Result is planned obsolescence:

Many consume a little.

An advanced cycle of production:

Raw Materials

Upgrades   Manufacturing

Usage   Distribution

Result is efficiency:

Few consumers using many products.

Links:

http://www.happyplanetindex.org/map.htm

Facts:

99% of the materials we mine, manufacture, and process become trash within six months.

Euro RSCG Chicago: Ideas that inspire belief

http://www.canneslions.com/festival/workshop_detail.cfm?workshop_id=110

Goals:

Inspiring belief by creating mythology in brands

Imbue the same passion people have for God into brands.

Facts:

Belief is a part of the human brain, no other thing on earth has the capability to believe. Humans can also conceive to believe almost anything, but they must reason to believe in it.

Steps to belief:

1) Discovery – Finding out about the belief/product

a. Delivery of compelling rhetoric and a charismatic persona

2) Imprinting – Learning ides attached to a belief/product

a. Calls to action are an element to give power

3) Growth – Continued evolution of a given belief/product

a. Keeping customer happy by continuing a close relationship

Links:

http://www.happysoulindustry.com/

 

http://godsofadvertising.wordpress.com

Conclusion:
A lifetime of behaviors determines our beliefs.

Don't forget to check out http://fancy-jane.blogspot.com for related topics.

Ashley Fantigrossi