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

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

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

A musical advertising experience! - Cannes Lions

Day 3 of the Cannes Lion Festival and another information overload! I went to a few seminars, workshops and commercial viewings but what stuck out today was a musical theme. I've been kind of all over with my blogs because I've been so excited about everything I've attended, but today I'm going to stick with some of the musical things I saw.

First...Music in Advertising. Personally, I think that adding music to advertising makes the ad. Everything becomes more powerful with music behind it. I'm noticing a growing trend in theatrical like singing in advertisements that comes off very comical. here are some good examples of things I saw today.

After watching these, and other musical advertisements I attended the Tony Bennett lecture. This was a conversation about building the brand of an artist and integrating advertising with music. Music is pretty important to advertising because it cuts across boundaries and unites people.

"If your blessed with a passion to sing and paint, you have the ability to communicate. Music gives you soul, it makes you a human being" -Tony Bennett

Tony and his son, Danny also brought another important point that I have been hearing A LOT through out this week. The consumers make you popular, make you successful, not your record company or advertising agency. You have to do things for you and your consumer. Its about universal themes…everyone wants to think that these songs, these advertisements are for them, make your audience connect.

When the market zigs, you should zag.

Finally, I will finish with a really great logo that I saw. This is a logo for the youth orchestra in Sydney, Australia. I just think that it was executed greatly! It got me really excited to design.

Download 100_0944.JPG">orchestra logo

heres the website that has a sample of the logo as well. sydney youth orchestra

here are my notes from the day...

Download music_in_advertising.doc

--Kayla

A Day of excitement! - Cannes Lions

The day began like no other. Breakfast, and then I ran to the festival- just to arrive early. As the doors open Dr.Ward ran towards them like fish to water.  Seeing how early we were, the group and myself decided to go update our twitter.

After all the updating, I attended the morning films for best use of music. There were a few that stood out to me like the coca-cola where a young man began singing in front of a store window camera. His "lola" song was instantly uploaded to the internet and communicated to the massed. As soon as the young man turned the corner- it was to his surpirse that his song and video that he thoght no body would see was posted on the side of a building in full screen format. I was eager to attend the morning master class so I left the screenings early. The first master class was hosted by the CMO of P&G Jim Stengel. He conducted a really informal decusision about who he was and what he stood for, then he open up the floor to q&a. He had a few questions for the audience and I answered a question correctly-so i recieved a free t-shirt. On the back of the shirt was a link to a web site :Thank ...for you help...It was a real highight of my day. Then I left to attend what was left of the Mircosoft Advertising  seminar. The dialoge that happen was amazing. I learned alot about the difference bewteen channel and contents infulnece on the media. Shortly after that was over I was able to grab a great set for the Tony Bennett speech. He is an amazing painter as well as business man. He really knows the music industry and what works and what doesn't. I admire him so very much. Then I steped out to have a quick lunch at a French MacDonalds. It was a very interestng experience.

Once back in the festival I attended R/GA and Nike :three ideas. At this speach Stephan Olander decussed three Nike campigns that have been very sucesssful: Nike ID, Ballers Network and the Human Race 10k. Each one of these campigns were very interesting because they truly gave pure benifits to the consumers eveyday problems. Nike has some very large ambitions- theit latest campaign is to get one million people to run on Aug 31, 2008 all at the same time. Wow. Well there were alot of exciting activities that I took part in today, but I must say that the awards that were recieved tonight were for some of the best work that I have seen all week.

Until next time Stephanie "nie" cannes lion 2008

Roger Hatchuel Academy, Wednesday, June 19.

Roger Hatchuel Academy, Wednesday, June 19.

Jim Stengel from P&G, Jim used an open discussion as his presentation style.  He was able to answer our question quickly, and very detaily.  He gave some insight of how P&G kept thier clients while interact with them outside of the agency.  P&G play a unique role in the market, not only they are the best know campany in the era.  Jim mention of how they build their mega clients with deep trusting and open mind. P&G make commetment to the open, and keep that promise as long as they can, just to make sure the spirt live.  As how P&G stay independ, they stay very close to consumer, watch close enough and the right chose will come eventually.

Being in Roger Hatchuel Academy is great for one big reason, we have more accress to more meetings.  We were able to see a lot bit of press conference on the third day.  When I saw media that come from different countries and show up in the same room. It reminded me of how hard it is to win the Cannes Lion at the global competation. 

Back to the Roger Hatchuel Academy den, we have a short conversation with our turtor Clive.  he simplely went through some history ad which focus on copy writing and design.  The past VW ad was also included in the Powerpoint, and it was very smart, simple and fun.  At the end, Clive made a great point on modern advertising,  "Ads today doens't have timeline anymore. If putting an Ad from three years ago on the wall, we probably wouldn't notice the difference today.  The problem of the ad right now, which they were created with the same style, and they just don't deliever the history of today.

Tribal DDB, there were five topics that included in this presentation. 1.Techology drivers 2. Micro interactions 3.Marketing 4. Challenge 5.Design thinking.

Open source technology is rising up to mash up.  Consumers are able to change the prigionality of any technology produc.  Take Wiimba as example, a Nintendo Wiimote was able to combine with iRobort. Micro interaction such as small exchange that we have with a product brand and service.  Each one of them seems in sighificant but comebined they define how we feel about. Marketing with digital reality is a new marketing area, and the risk is hard to expect.  Challenge is to connet with people, consumer insight are use a lot to create and produce products.  It's about build an envirnment that consumer will go back again. Allow intergration is important for the product, such exaple like Nike, running shoes to a runny experience. Design thinking include the interactive of tree areas such as people behavior, technology driver and marketing models.

Tribal DDB's blog

-Scott Liao

Digitology: The Evolution of Marketing - Cannes Lions

Day 2:

Accenture (Workshop)

My day began with the workshop hosted by Mark Inskip of Accenture titled Creating the Ultimate Web Presence with Your Brand. The world of marketing is changing dynamically. The change is driven by the creation of emerging technologies. The Accenture workshop dealt with how the Web communications of many popular brands influence their Brand equities in the 21st Century. Major brands must be able to creativitely communicate with consumers to get their message across. Inskip went on to say, "Creativity is essential, but not at the expense of usefulness." In essence, the workshop stressed that companies must take into consideration the "total user experience" by not sacrificing a consumers need of information with just a visually appealing experience.

Profero (Seminar)

The second event I attended was a seminar hosted by speakers Daryl Arnold, Wayne Arnold and Lord David Puttnam of Profero. The seminar was titled Digitology: The Revelations. The presentation started off with several questions aimed toward the audience and their use of social media content. The questions ranged from "Do you use facebook?" to "How many of you have ever heard of Twitter?." The purpose of the questions was intended to create the understanding of how the Internet has gone "mainstream." Although the term "mainstream" has carried a negative association in the last decade, Puttnam disagrees with the negative association to the Internet. As advertisers in the digital era, both Wayne and Daryl Arnold stressed the importance of connecting and understanding the audience [consumers]. We must understand that "Digital is no longer a new media, it is mass media." Profero/Lord David Puttnam

IGA (Workshop)

The second workshop I attended today was hosted by speakers Ed Bartlett and Guiseppe Bellanca of IGA. IGA, or In-Game Advertising represents a much more digitally focused approach to advertising in the 21st Century for brands. With a projected forecast market value of $950 million in 2011, IGA is the hottest media opportunity for many popular brands. The purpose of IGA is quite simple as Bartlett states, "IGA enables advertisers to target millions of engaged customers across a wide range of platforms. In-Game Advertising understands the need to create an artificial real-world experience with gamers.  3rd Party Research has found that 70% of gamers find that real brands/products make video games more realistic. Furthermore, 57% of players feel In-Game Advertising is a more relevant approach to advertising than other types of advertising. IGA is allowing advertisers to target specific demographics directly. IGA represents a fresh, new and exciting solution for advertisers seeking diverse opportunities. IGA and Battlefield 2142

Until next time,

Cheers!

Irving Escobar

Living Naked and Eating Savory Foods! Cannes Lions

Hello everyone! just finished my second full day here at the Cannes Lions Advertising Festival. Once again, I had an amazing day filled with inspiration and learning. I will be talking about a few different things that really excited me today.

I started today off at the savory food commercials. These were very entertaining, I didnt want to leave early for my Masters Class! I find the tv advertisements to be one of my favorite parts of the festival because every country approaches their products in different ways. This can be very influential and bring new ideas to the American plate. Comedy in commercials is something that will never get old. they are attention grabbing and memorable. Some countries advertisements had a more serious approach to food advertisement. I am sure they were affective in the given culture, but were not something I could see being aired on television in the US.
Here are a few of the commercials I really enjoyed...
">hungryman
">fresh farms dove campaign mock

">kavli kaviar mix

">pot noodles
">robertsons spices

I went to a Masters Class in the morning, "Living Naked" by Paul Woolmington. I won't go into too much detail because Stephanie's blog covers it pretty well. It basically talked about listening to the consumers, they are the important part of advertising and marketing. "You should treat your consumer as a partner", "people don't trust advertising, they trust friends". advertising is moving more toward a consumer made approach.
These are some interesting things that we looked at during this workshop.
www.brandtags.net
www.cannestags.com
burger king whopper freakout

"Don't write an ad - start a conversation" complimented the living naked workshop. during this seminar, Nick Moore spoke about 5 major things that advertisers need to do to become more successful with their consumers.
1) actively listen...we hear what we want to hear, not what people are really saying. watch digital conversations, blogs, youtube videos. this helps you to clearly listen to your consumer.
2) join and lead conversation...dont write an ad, say the next interesting thing. join and continue your conversations.
3) become a topic of conversation...the only thing worse than being talked about is not being talked about at all. people trust people. tell stories! ">bud light video was shared.
4) let go of control!!!...creatives are control freaks and need to learn to let go more. clients can also become too controlling.
5) create many conversations. the more material you have the more consumers you can reach.

and finally, im going to briefly touch on the IGA workshop. In game advertising is becoming a huge market! it is said that advertising for in game marketing will reach $54 billion by 2011.
so why advertise so much in games?
-its a lean forward medium
-totally engaging
-everyone plays video games. (the average 18-35 year old male plays 12.5 hours a week)
-30% of gamers are female
-70% of gamers feel that real brands and products make fames more realistic.
-61% favor in game advertising.
">in game advertising

--Kayla

ALFRED UNIVERSITY TO LEARN, TWEET, AND BLOG AT CANNES LIONS 2008

Alfred University was the first college to take advantage of the student delegate package launched by the Cannes Lions International Advertising Festival in 2007.I will be taking a second group of Alfred University student delegates to Cannes Lions 2008 from June 14 - 21 to learn about the future of 360 Degree Branding,  Integrated Marketing Communications and Social Media from the biggest brands.

To share our wonderful experience the students and I will be posting on Twitter throughout the day during the Festival and we will also be blogging daily at Dr4Ward.com. If you would like to follow us you can receive automatic blog updates by subscribing to receive email updates or RSS Feeds at Dr4Ward.com. You can also follow our Tweets throughout the day after signing up for a free account and joining Twitter. For those of you not familiar with Twitter, according to Wikipedia it is a free social networking and micro-blogging service that allows users to send "updates" (or "tweets"; text-based posts, up to 140 characters long) to the Twitter website, via short message service (SMS), instant messaging, or a third-party application such as Twitterrific or Facebook.   

I will be taking Alfred University students Irving Escobar, Ashley Fantigrossi, Stephanie Hankins, Kayla Peterson and Scott Liao to the Cannes Lions 2008 55th International Advertising Festival as student delegates. The students majors include Art & Design, Marketing and the MBA Program and they receive course credits in their related disciplines for their participation in the International Marketing and Advertising Program that I developed. Scott Liao will be attending the prestigious Roger Hatchuel Lions Academy held during the Festival. Kayla Peterson and Scott Liao will also have their art and design work on display at the Festival in the Young Lions Zone .

I have been very impressed with Cannes Lions and the industry commitment to mentoring and training students and young professionals through the Young Lion Zone for Cannes Lions, Master Classes, Young Lions Competition, and the Roger Hatchuel Lions Academy. Young Lions and Students get a world-class experience during their week at the Festival and the fantastic line-up of speakers, seminars and workshops provide education and training for the global leaders of the future.

The Cannes Lions International Advertising Festival is the largest gathering of worldwide marketing, advertising, media and creative professionals, each year drawing more than 10,000 delegates from 80 plus countries.  Students and professionals attend over 50 comprehensive seminars and 25 interactive hands-on workshops with the best marketing, advertising, and creative professionals from around the world. Daily film screenings, exhibitions, Content Showcases, and galas/award ceremonies, celebrate the best strategic and creative marketing from over 50 countries entered in a variety of competitive media categories. For a flavour of the Festival, view video and images from Cannes Lions 2007.

I look 4Ward to your feedback.

Keep Digging For Worms!