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

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

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!

WELCOME TO THE DR4WARD BLOG

My name is Dr. William J. Ward but you can call me Bill, a.k.a DR4WARD.

I have been "Digging For Worms" and applying my "4Ward philosophy" since I was nine when I started my first business selling night crawlers on Cowan Lake in Rockford, Michigan where I grew up.   My business grew by providing my customers with the best, freshest worms and fishing tips around.

The purpose of this blog is to provide diagnosis and prognosis of concepts such as integrated marketing communications / 360 degree branding and to engage readers in a discussion of their impact on society.  I hope we can help each other understand what these terms really mean. Do these concepts have any impact on your life?