DR4WARD

Cannes Lions & Roger Hatchuel Academy After Thoughts

After Thoughts-

Cannes Lions & the Roger Hatchuel Academy were by far one of my greatest education experiences, and my experience there goes beyond just classrooms and lectures.  It was a global social event for creatives; it was a mind blowing broadway show; it was a week long afternoon tea with masterminds of marketing and advertising; a big buffet of opportunity and it was full of fun. 

Roger Hatchuel Academy was the most tiring and exciting week of my life. It was the 6th Roger Hatchuel Academy at the Cannes Lions International Advertising Festival.  RHA was the biggest ever, 35 students from all around the world.  At RHA, Advertising wasn't the only subject we learned, as we have been introduced to industry's masterminds, joined press conferences, discovered top secrets  and were lead by brilliant creatives like Rick Boyko (the new dean) and Clive Challis. Rick is heading the up postgraduate course at VCU Brandcenter, and was in charge of all the creative output from Ogilvy & Mather. Clive is head of the advertising course at Central Saint martins in London.

Every day at Roger Hatchuel Academy was tiring and overloading.  RHA started at 9:30 every morning and we attended non-stop seminars and discussion until 7pm.  I didn't want to miss a thing there, weather it's classes in the morning or fun activities at night.  Yes, I have definitely overloaded with what I have learned, and it lead me to a state of emptiness at the end.  It will take me a while to digest what I have learned there, and it was a good thing for me to take notes for revisiting my memory.

Friendship were so easy to form in RHA in Cannes, it only happens in Cannes and I can hardly see it happening anywhere else.  35 of RHA students instantly became family on the second day.  We used our energy to learn the culture difference and we pretty much grouped together like a multi-nation country. We share thoughts, ideas, or whatever anyone had in mind, and beside the skin color and appearance, we weren't different at all. I feel very much connected to all of the RHA mates, and enjoy the experience of meeting international students.

Roger Hatchuel Academy at Cannes has changed me. Before I came to Cannes, I thought I was good enough for myself, and ready to start up my own business and take over the country.  After seeming so much talent and creative minds from all over the world, I have changed.   I have been crashed and forced to be reborn from a new state of mind.  I realized I wasn't getting ahead of anyone at all, but so much behind.  I still yet have a long journey to go, and so many people to meet, I was glad I made this trip, the trip that refreshes me for even bigger challenges in the future.

Many thanks to friends from Roger Hatchuel, Alfred University, and Dr. William Ward.

-Scott Liao

Looking Back - How Cannes Lions Changed My Life

It's been one day since I left beautiful Cannes and looking back I realized how much I learned. From the seminars about great storytelling to the workshops focusing on a interactive digital experience - Cannes Lions is the place where the creative world comes together to learn from one another. I learned about Ambient advertising, which I never thought of as one of the most effective strategies used by many agencies. Recent strategies like Creative Technology, examples such as Adaptive Media by Real Time Content or the Nike iD campaign by RGA/Nike, are quickly changing how companies create personal relationships with their consumers.

It's amazing to know that as technology evolves, so do the agencies. This whole experience has been incredibly surreal for me. Because of this experience, I am considering applying to VCU Brandcenter for a MBA in Creative Brand Management or Communications Strategy. The advertising world is evolving so rapidly that not taking advantage of the Cannes Lions student package is completely unacceptable. Rick Boyko's Master Class said it best, "The Industry is placing the burden of educating on academia." I strongly feel Universities would be completely disregarding education if they refuse to take part in an amazing experience such as the Cannes Lions. I have learned so much from this experience and I now aspire to become a multidisciplinary. I am now planning on attending the 2009 Cannes Lions because learning plays such an important role in my life. The Cannes Lions has given me a platform to start off on and continue to grow as an aspiring advertiser and marketer.

Until Cannes Lions '09,

It's been a pleasure...Cheers!

Irving Escobar

Reinventing the Art of Story Telling - Cannes Lions

Day 5

Tatil Design (Workshop)
The first workshop I attended today was hosted by Frederico Gelli of Tatil Design. The workshop was titled "Designing Naturally." The workshop focused on one of the fastest growing trends this decade, being environmentally aware. Gelli spoke of the influence the environment has had on the projects Tatil takes on. One of the more important taken from the workshop was that "...Nature is the best place to find stimulation and perfect ideas for low impact solutions that maintain high sensorial [sic] impact." Tatil focused it's projects on creating  products that gave consumers a positive outlook on the future, such as products that were eco-friendly. In order to create these products, Tatil evaluated them on a variety of different levels (Optimum, Cycles, and Interdependence) to create the perfect solution for their clients.  They [Tatil] understand that optimizing the environment develops a strong relationship between consumers and clients that want to do good and reduce their carbon footprint.

Crispin Porter + Bogusky (Seminar)
The first seminar I attended today was hosted by Chuck Porter and Joe Pytka of Crispin Porter+Bogusky and Ajaz Ahmed of AQKA. The seminar was titled "All That Really Matters Is The Power of The Story. If You Are Focused on Anything Else - You Are Wasting Your Time and Resources." The main idea of the presentation focused around the core philosophy that technology is NOT the powerhouse behind effective advertising campaigns, in reality, it is the story that drives the campaign. The purpose of communications is to tell a compelling story. Several ideas that drive stories have been - "Ordinary People Who Become Heroes Make Good Stories," "A Little Shock Value Makes a Good Story," and "Practical Jokes Make Good Stories." One specific example that was shown to the audience was a fan favorite during the 2007 Superbowl. Click here for the video. As Pytka went on to say, "There is no learning without emotion," just as there is no brand recognition without efficient communications. And to the dismay of marketers, "No focus group in the history of the world has ever written a good story," as Pytka stated. Although the digital age has increased the means of how we [Advertisers] deliver our messages, it is not only about going digital - it's about telling great stories that'll leave lasting impressions.

Until next time,

Cheers!

Irving Escobar

Cannes Lions 55th advertising Festival 6

Be sure to continue following me at During my experience at Fancy-jane.blogspot.com

The Cannes Lions International Advertising Festival, I had the privilege of listening to, and learning from, some of the best producers of advertising in the world. As they characterized themselves by stories of redemption, accolades, and innovation it became increasingly clear that these companies were not solely dependent on cash, or cleverness, but passion. These are the great businesses of our time and they are alive. Each technique or creative strategy was implemented to live another day. As life is to an individual, I am convinced that success is to every business - it cannot be formulated.

The most riveting experience I had at the festival was listening to the speakers on activism. They strived to connect with all walks of life, and do so freely and with such care. I am guilty of imagining marketing as a self-righteous, profit driven, sin machine. So these activist messages intrigue me. They are so closely related to the Christian message I hold so dearly. I believe we are meant to breakdown the ugly, corrupt, jaded, and unbelievable moments of our lives to find ourselves, and these people were helping others find themselves. Christianity and advertising alike try to hide these dilemmas in their attitudes, and in ignorance. These activists, however, have become martyrs for causes that I believe the Bible inspires. Among the chaos of sinfulness and injustice of organization they create an escape, reveal truth, and offer love as a peace offering.

The truth is always harder to believe, but we can learn to care. The most successful companies care about their consumers, just as activists do, and their consumers knows that they care by deliberate acknowledgements and involvement. This is where the novelties of interactive media come from. These ideas are important because it is activism of human life and just as the message of activism targets passion, the truth will always transcend the criticism of mankind.

Their greatness is obvious, but their notoriety, wealth, and achievements did not inspire me. It was their passion, the vibrancy of their words that made me wonder how their activism was related to me. I am amazed at how something as complicated as an individual’s passion could be explained through metaphors of business.

Links:

FoundationRawanda.org

TapProject.com

Unsubscribe-me.org

tapproject.org

Memories and Inspirations - Cannes Lions

So my trip to the festival has ended. I spent alot of money but i gained alot of experience and knowledge. I attended many workshops, seminars, and master classes. I have a few chances to get dolled up just to attend award ceromonies that feel like the grammies. But I must say that overall the trip was a success.

i didnt know what to expect when i arrived in cannes, exspaecially after have a 5 hour delay at JFK due to weather problems. But, I must say that the weather was great,and the people were for the most part very friendly. The cars were small and so were the roads. But the ldeas and creative work that I got to see were out of this world. I was inspired and amazed everyday that i showed up to the festival. The people that you meet here I would have never known existed unless I would have had this opportunity.

The addition of the young lions area and activities to the festival this year was a wonderful Idea, I just wish that there were more opportunies for others to be able to network. I would recommend that many other students or young professionalss take this opportunity to attend the festival in the future. The experenice is like no other.

Also if you think that you shouldnt go because you don't speak french, I would tell you thats a lame excuse- most of everyone in and around the festival understand some to alot of english and if you learn some basic simple phrases you'll be just fine. It was also a great idea to bring business cards, besause the people that you want to meet up close don't always have alot of time so it's alot easier to just drop them your card or even pick theirs up. The main point of this whole blog- of this whole trip really came down to networking. Everyone in this industry wants to to work witht he best of the best. So if you have a great idea don't be afraid to tell the world. If it is really great then people will really come to you.

I would like to sum up this by speaking breifly on the some of things that stood out to me. All of the world changing projects. These campigns range from as large as "Tap water" to the "ACT" posters and even the "Bondage for Freedom"- this was a real favor of mne, were all very powerful to me. It was a great feeling to know that there were others in this world that are taking a stand aginst unjust powers of the world. That knowledge led me to know that my own aspirations to help and save others in the world will not go in vain. I plan to take my new knowledge and put it to good use.

Thanks to all that helped me get to Cannes I promise that this trip was a life changing experience.

signing off

Stephanie Hankins

From flowers to storytelling - Cannes Lions

Friday June 20, 2008 the morning was wonderful. With a short tweet before heading to the festival I was excited to get the day started. I attended a morning workshop- designing from nature_ or something like that. In this workshop I was exposed to a new way of designing by using nature as a source of inspiration and influence. The duel partnership of the presenters complemented their ideals- a female biologist and a designer, these two discussed their design backgrounds and link it to what they are trying to do now. By using nature as our teacher they feel that designers can learn alot about creating that projects their work with the world not against it. They used many examples of how insects pollunating flowers is a very smart and strategic method. As designers in a world that loves to waste I found their solutions to design probelms very functional, effective and helpful to the current waste problem.

After I stepped out to grab a quick bite to eat I attended the Unicef seminar and it was the most inspiring info session I have been too this whole festival.  Joining up with droga 5 the Tap project is one for the books. If you dont know about this project then you need to find out, it is the simpliest way for anyone to make a bigg impact in another persons life. By donating a dollar 40 children in a thrid world country will be able to drink clean water for one more day. One billion people in the world do not have clean drinking water,  1 in 5 children do not have access to drinking water and 80% of children die because of water related dieases. Tap is saving lifes. I want and need to be apart of companies and organizations that believe in projects like this.

Stephanie Hankins

Roger Hatchuel Academy - Judgement System

Clive had us pull out the films from the shortlist, and we were being able to pretend to be juries at Roger Hathcuel Acadmey. Judging is not easy and very hard to decide which would be the best.  Even if the ad is well crafted, without an original idea it would be placed below six. There was a lot of shortlists and we had to look at in two hours. I learned how difficult it is just to win a bronze at the Cannes Lions with all the great minds and talents competing.

Below is the system that Juries use in Cannes Lions.  One to ten, and one being the lowest.

10: most inspiring in the world

9: new standard in communication

8:new standard in category

7:excellence in craft

6:fresh idea(s)

5: innovative strategy

4:cliche

3:non competitive

2: destructive

1: appalling

Scott Liao

Cannes Lions 55th Advertising Festival 5

Apple: Dialed Up Thinking

Trend 1: Technological Adoptions
There are over 300 million users of the Apple Brand.
As technology has advanced so has our technological acceptance.

Trend 2: Device Dependence
The consolidation of networks and services is the way of the present and future.

Trend 3: Media Consumption
Ex. Newspapers need to find a new delivery

Washington Post
http://washingtonpost.com
On Being

Trend 4: Generalization

                By 2010 only 1% of people will be a specialist

This philosophy is surrounded by the idea that having ultra well-rounded employees will lead to business success.

                UK Design Firm – RIPE specializes in generalization

Tools:

http://webkit.org
http://Frensic.org

Trend 5: Consumerization

                Through this agencies are widening standards of required media through.

It is obvious that consumers of today are becoming increasingly well versed in new technologies with greater acceptance. However the generation gap seems to be limiting to those born pre-1980; they are called Digital Immigrants. This is because they can keep up-to-date with new technology and even know how to use it, but there will still be a part of them that will never understand these technologies as do those born post-1980, or Digital Natives.

So, how do technological immigrants compensate for their inherited ignorance of technology?

They open their standards. This means more than just html and websites; opening standards is about infusing video, print, web, and mobile into every aspect of your advertising world. New agencies are being drawn to these young, diversified, and relevant because of their ability to deliver.

Links:

http://nikeplus.com
http://NikeFootball.com
http://NikeSoccer.com
http://JogaBonito.com

Go to http://Fancy-Jane.blogspot.com to see my blog directly.

-Ashley Fantigrossi

Nature's Lesson on Design

Day 5, Friday and my last day here at the Cannes Advertising Festival. I started off the day with yet another great workshop. This workshop was called designing naturally and was presented by Frederico Gelli of Tatil Design.

"As design makes its debut in Cannes, this seminar takes advantage of the new ground to discuss the role of simple, clean, intelligent design in the industry. In this context, nature is the best place to find stimulation and perfect ideas for low impact solutions that maintain high sensorial impact. Why not observe how the atmosphere packages the earth, or how the rind of fruits protects their insides, in order to create more clever packaging solutions?"

This workshop was really interesting. Frederico discussed natures strategic design and how it must inspire projects in the future. As designers we have the ability to integrate design and nature. We need to start thinking like nature and create solutions out of the problems.

He discussed natures way of packaging. These are things that i had not thought of, like the way a woman's body packages a baby in the womb, the way a peel protects the fruit of an orange.

As designers we need to take the problems and develop solutions out of them.

Lessons from nature
• Optimum-conserve the most amount of energy.
• Cycles—everything that goes in must come out (waves)
• Interdependence (birds living on other animals)

Federico also showed photography by Peter Menzel
Peter photographed families with all their belongings outside of their houses. Americans, on average have 10,000 items in their homes.

a couple other artists were also discussed.
Justin Gignac , Justin sells garbage in air tight containers.
Brian Jungen , Brian creates art out of everday material, such as white plastic chairs.

The engineering of flowers was then brought up. I never had thought of how complex and important flowers were to our being. Architecture is now becoming heavily based on the principles of flowers. There structure and strength provide a great amount of information on how to build. Using shape, texture and color to ignite all senses and alluse the consumer. An example of this is the design of an apple store on fifth ave.

Attached our my notes from the day. Hope they are informative!!

Download cannes_friday.htm

also...please check out Tap Project

until next time...

Kayla

Roger Hatchuel Academy - Clive Challis Talk

Just to follow up with Clive's discussion yesterday, he introduce us to a "new" idea, and Helmut Krone, the first "modern" art director for VW, Avis, Polariod and Porsche.

The meaning of "new" doesn't mean who you are or what you have already.  You are doing stuff that is in the forefront of today's advertising.  That's not what "new" means at all.  That just means you are a club member or have some ownership to certain things.  You have joined up with the best of them and yours stuff looks like what is considered today to be really hot stuff. The new "NEW" is looking for something that your have never seen before.

The only quality Clive reallly has an appreciation for is newness.  To see something no  one has ever seen before. New is an inspiration that comes late at night, takes hundreds of hours working on an idea, and it means breaking the rules.  Newness is a new born idea that walks out of giant messes, and it's necessary if you want to do something creative. 

To Helmut Krone, "new" has two extreme heads and tails.  "New is when you have never seen before what you have just put on a piece of paper... when a thing is new all you know about it is that it is brand new.  It's not related to anything that you have seen before in your life.  And it's very hard to judge the value of it.  You distrust it and everybody distrusts it." At the other end, "What I have always liked to do is an existing look and give it a half twist, which makes it new - H. Krone

Since I have learned the new definition of "new", I am still trying to adopt the new perspective from Clive.  Which isn't easy, becuase it's not easy to give up what I had, and accept new ideas just in a seccond.

-Scott Liao