Day 3: Wedneday June 21st 2023
On this day I did my usual morning routine and planned on going to the 5 talks I had scheduled. Unfortunately, half-way through the day I became very sick with a fever, chills, and sore throat. The only choice I had was to return to the hotel and hope that it went away so I wouldn’t miss anymore of the festival. This definitely wasn’t how I wanted the week to go, but it is a reality of the trip. I realized this had most likely happened because I wasn’t hydrating enough throughout the day despite the fact that I was walking and sweating a ton, I wasn’t eating enough, and I wasn’t getting adequate sleep. Basically, my body was running on empty and forced me to rest. So this is a PSA to everyone: Please take care of yourself first! Eat enough, replenish your fluids, and get your 8 hours. The festival can only be enjoyed if you’re feeling good and healthy to get through the day.
Talk #1: Ogilvy Presents The White Lotus: Cannes Edition — When Creativity Drives Culture
The talk began with Liz Taylor of Ogilvy interviewing Mike White about the process of the show White Lotus and how it came to be
Mike White said he doesn’t want writing and acting to feel like a job
Mike White’s advice:
Enjoy the entire process, not just certain parts - each part of the process is what makes the final product feel so good
Let go of being perfect, it doesn’t exist
As a creative, draw from your life experiences to make the next thing
Embrace getting out of your comfort zone
Rejection is going to happen, it’s apart of life
Resilience is apart of creativity
Driving culture is more fulfilling when you’re not just keeping up with trends - bringing up new facets of life and showing a different side is more rewarding
Getting new takes and seeing different perspectives always helps creativity
The thing you’re most afraid of is exactly what you need
Use your work as a supplement to your life, not the other way around
Figure out how not to get stuck - go toward whatever excites you whether its people, places, or things
Takeaway: To be completely honest, I thought this talk was going to be about something totally different but I still enjoyed every second of it. And to be honest (again), I have never watched a single episode of The White Lotus and had no idea it was written by Mike White .However, I do know Mike White from one of the best movies of the 21st century, School of Rock, so I was beyond excited when he came out on stage. I loved how goofy and himself he was, he didn’t try to be super composed and serious, he laughed at himself often and said whatever came to his mind. I appreciated how honest he was during the interview and how transparent he was about his struggles in the industry and with personal issues. His advice was validating in so many ways and his candidness made the talk feel like catching up with a good friend.
Talk #2: Future Gazers - Mother Nature’s Influence, Liquid Reality, and Real Human Connections, Connecting Creativity to Neurodiversity
This talk was focused on what’s projected to happen in the advertising industry within the next 18 months from Rori Duboff of TBWA\Chiat\Day NY, Rachel Lowenstein of Mindshare, and Randi Stipes from The Weather Company
Rori DuBoff - Reality is Expanding
Liquid Reality
It’s becoming harder to distinguish what is reality (i.e. Twitter Pentagon explosion)
Need to look at identity, experience, perception, and interaction
Evolution of how people present themselves (human vs AI)
Liquid content
4 Key Points
Identity authentication and biometrics - we need to verify identity
Transparency and intentionality
Context is everything
Reality is accountability - we have to be accountable both online and in real life
Rachel Lowenstein - Connecting Creativity to Neurodiversity
Autism is not represented in media nearly enough, if at all
Media is seriously lacking when it comes to autistic representation
Misrepresentation has a negative impact on autistic persons as they do not feel seen or recognized by the rest of the world
People must remember that there is no “look” to autism - it affects everyone across the world
The ad world needs to be more accurate in terms of representation
Different groups are now demanding to be represented in media
Having representation leads to a relationship between brands and the people
Groups that feel represented by brands will support those brands - it’s a good thing for everyone involved
Randi Stipes - Future of Mother Nature’s Influence
The weather cannot be guranteed, people can only do their best to predict what will happen
We are seeing the effects of climate change more and more
Europe’s increasingly warm summers
Tornadoes and floods across the US
More and more people are having to adjust their lives due to the changing weather patterns
Marketers should see weather as an untapped resource
We know that in the future, the weather will be much more unexpected
Marketers can take advantage of insights and data of erratic weather
This allows marketers to find solutions to a new problem that consumers will be facing
Start thinking about how customers will be feeling about the weather, and what they’ll be doing to adjust
Weather is hugely important to our daily lives - therefore, it can be used to connect to audiences and build brands
Takeaway: When reading the title of this talk, I really had no idea what to expect because all of the subjects seemed so different. However, once the talk began, I enjoyed everything each speaker had to say. All of their topics were fascinating and something I didn’t have much knowledge about. I found this talk so engaging because each speaker was passionate about what they were talking about and prepared great points to keep in mind for the future. Each topic really got me thinking and taught me something I can bring to my work. I appreciated how diverse the subject matter was yet connected in its purpose to improve the world of advertising.
Talk #3: CreativeX - A Masterclass in Creative Quality
Many companies are advertising everywhere now
This means that they must be considering the frame/medium in order to convey the message properly
There are no specific ad requirements for excellence - they just need to be captivating and thought provoking
Start with the creative basics
Branding
Direct ad and the audience to goal (not $ goal)
Use sound as an amplifier
Use environmental constraints
Adapt to new technology
In digital we fail to consider frame
Results in ads that are not captivating or successful
Costs money and time that we’re actually just throwing away
Key Points
Capture attention fast
Brand early and often
This doesn’t mean just the logo - use color palette, layout, etc.
Keep it snappy
Use one message and direct with a Call To Action
When adapting for different mediums, don’t cram the whole message in - focus only on the important parts
Length
Find the perfect balance between the message and the time it takes to convey it
Amp up your audio game
Sound on for Youtube
Sound off for FB
Use Supers
Experiment with visuals and music together
With so much content out there, inefficiencies compound
Combine data and scalability of tech with intertwining art of storytelling
Takeaway: This talk was incredibly informative in a lot of ways that I wasn’t expecting. Anastasia Leng, the speaker of the event and founder/CEO of CreativeX, brought up many points that I haven’t thought too much about when it comes to content. However, once she spoke about the importance I realized how I respond to some of the ads she was talking about and how these minor details actually make a huge difference in terms of brand awareness and likability (for me at least). For example, when she talked about framing the content to the right medium, I became aware of how many ads I’ve skipped or disliked because the frame didn’t match the medium, yet I wouldn’t have automatically assumed that was the reason unless it was pointed out to me. I also enjoyed the portion where she discussed certain mediums being more open to sound on videos as opposed to others, which made me think about when I’m using certain apps, which do I expect to have sound on or off for video. I appreciated this talk because it was full of useful information and paid attention to those critical creative details that can make or break a brands success when putting their work on different mediums.
Talk #4: The Brandtech Group and Louis Vuitton Presents Creativity Inside With Faye McLeod Louis Vuitton (viewed at a later date)
Faye: Visual image director of louis vuitton
“What do you want people to feel? What's the emotional feeling you want people to have when they see your work?”
Chose her 5 different windows over the span of her career
“Sun on Vendôme
Real estate in paris, important to the Maison - had many suns on the facade of the building
Louis vuitton opened at place vendome
Wanted the piece to feel joyful and generous and a big statement of hearst for the brand
Relationship between the people and the piece changed after this because she made the work Instagrammable / on social media
“Louis200”
Meant to celebrate the 200th birthday of Louis Vuitton (founder)
Her goal was to celebrate the founder, not the brand - he was a man before he was a brand
When you Google Louis Vuitton the handbag comes up instead of the person
She wanted to humanize Louis; he was a leader in modernity, innovation, and craft
She wanted to celebrate him by celebrating creativity - looking at creativity today in a democratic way; looking at the people that amaze us in the world in the everyday, real people, and how they can interact with LV; Wanted them to have fun and celebrate his birthday
She pointed out that it probably wouldn't have been as successful/easy to do this if it were before the pandemic → created with her team over Zoom
LV sent people trunks and allowed them to design it however they wanted
The trunks were then returned and put on display
Today, people are learning how to make trunks, the craft of it
The foundations of LV is making and creativity - wanted to stay true to these
Wanted people’s first interaction with LV to be playing with the brand because they can be the future visionaries
“Chengdu Tiger Tail”
Year of the tiger; symbolizes strength, courage, braveness
She wanted to make a tiger that’s not a tiger - a modern twist on a classic
Had idea of taking architecture and combing it with the tiger tail
CGI animation of tiger tails to accompany the display
“Train Show”
Many people forget that LV began and still is a traveling brand
Traveling is at their roots; she wanted to stay close to the heart of the business
Made trains that would go around at certain times
Expanded to placing trains in windows all over the world to resemble a train going everywhere
“Collaborations”
Come at collaborations with joy, trust, and a big open heart
It's important when you meet another creative to go in there and build an energy of trust → both of you need to put trust in each other
LV X Nike: 47 Sneakers - Virgil’s project, using new form of technology, 3D and anamorphic billboards installed in Brooklyn
Yayoi Kusama: windows all over the world in collaboration with Kusama
Relationship continued after building mutual trust
The second time she involved more technology and innovation
Creating worlds out of ideas
Knowing your brand + Building a dynamic team that pushes your mindset helps you never get bored and to always be creative
Having fun with the brand and engaging with people on the streets is important - making them feel something, making them feel good
Takeaway: This was one of my top talks of the festival. Faye McLeod was beyond inspiring and it was unbelievable to hear her speak on her career and process. There were so many things that she said. that really taught me what it means to be a creative and a visionary. She spoke of creating worlds out of ideas and having a team that challenges your mindset so that the brand is always moving forward. It was incredible to be able to examine some of her most marvelous works and hear behind the scenes planning and fruition. I loved how much she talked about having fun with ideas and playing with the brand. She also kept mentioning how she wanted to make people feel not just something, but specifically joy, which I found to be a beautiful message in a world where so many brands are looking to just get people to buy their stuff. Faye McLeod’s passion for not only Louis Vuitton, but creativity as a whole felt like a great reminder of what advertising is about.
Talk #5: General Mills and Scott Galloway Presents From Missteps to a Billion-Dollars: The Journey of Creative Risk-Taking (viewed at a later date)
Scott Galloway (asking question):
Companies talk a big game about creativity and the importance of risk taking in creativity, but how do you create an environment where people feel safe enough to take risks, understanding that the risk may not lead to a success for the brand?
How do you create a culture where risk taking is more than just a call sign or something on a calendar?
Doug Martin
It's important to have human relationships with the people on the team and not just connecting about the business at hand
If you make a choice to do something, you make that choice together
Don’t surprise people - let the team know what you’re thinking and what you’re going to do
Melissa Wildermuth
To build a risk taking culture, trust must be given and received by the team, or else you are just spending your time trying to earn trust rather than executing new ideas
There is power in the collective of “we” - we’ve got this, we will do this, if this doesn't work we will all be fine”
Creativity is inherently a risk, so having that trust really allows the team to delve into new territory
Creativity in its holistic / most simple form is just uniquely solving problems. So you have to be trying new stuff to solve new problems, big and small
Scott Galloway (asking question):
How to attract top talent to brands as opposed to big tech companies?
Melissa Wildermuth
Brands have a responsibility to do good
Doug Martin
Brands have an opportunity to speak to many people, so its about being human and being real.
Scott Galloway:
Men are the population most at risk right now - highest suicide rate, highest probability to become obese, etc.
What do we do about the obesity problem in America? How can General Mills hit their numbers while doing the right thing for the people?
Doug Martin:
We have to stand behind and feel good about every single product that gets sent out of the door
We also have to continue to innovate and give consumers options/choices
Starting to try new businesses within their big company that cater to different lifestyles (i.e. Good Measure is a General Mills brand that offers foods that won’t spike blood sugar levels)
Scott Galloway (asking question):
Issues in advertising - the era of brand is over
Apple no longer does brand-based advertising, it's all product-based
How do creatives and companies scale operationally in a time where companies across the world are reducing their advertising?
How do we educate a new generation of creatives to skate where the puck is going and be honest about the fact that people are not watching ads anymore? How do we rebrand what we do and create economic security for young people who want to be storytellers and do interesting things? What is the next thing and how do we create on-ramps for young people?
Doug Martin:
It's not about the advertisement, it's about starting with the consumer, understanding them, loving them, solving a problem in their lives, and trying to deliver it in a way that is joyful
Advertising is one of the ways that we bring awareness to our products but it can't be the only thing - it has to speak to the people and reach the people
As advertisers we have to think: what are we adding/subtracting to the fabric of cultural influence
Melissa Wildermuth:
With Reese’s Puffs, they wanted to serve the teen consumer in a unique way that would truly reach them
They teamed up with Travis Ccott, Lil Yachty, and Yoon Ahn from Ambush → the campaign was later mentioned in Vogue magazine, a huge accomplishment for General Mills
Questions from the audience:
How do we make teams feel inspired and take risks?
To stay motivated you've got to love the consumer you're serving and believe that you're doing something good for them
There's a range of problems that can connect to a cause that can really help people
Keep people around you that disagree with you a lot
Once you get some level of success/power/economic security to only surround yourself with people who are yes-men
Advice for young people in advertising?
You have to have fun at work - if youre not having fun its the wrong job
Make sure you understand what the client is asking from you. if you don't understand, talk to someone and have them translate it for you
Work on storytelling - humans make decisions based on the power of stories. The better you are at telling stories, the more successful you'll be at advertising
Advice for young people today?
Get out of the house, surround yourself with people you love
Nothing amazing in your life will happen without an uncomfortable risk
Be aggressive
Express interest in friends
Express emotion
Put yourself in uncomfortable positions
Take chances
Tell your parents you love them
Takeaway: This was also another favorite talk of mine. It ranged from advertising advice to life advice and was such a well-rounded panel. I loved the different backgrounds of all the guest speakers because their answers were different yet similar in their core. It was also a greatly inspiring talk in a time where so many creatives and young people are worried about the future of AI, their financial security, and the state of the world. Despite some of their advice being what we hear time and time again, there is a reason it’s repeated so often. Because it works and because it's what leads to great things, not just in life but in business too. There was also an air of “No BS” at this talk which I enjoyed. The questions were hard hitting and at times uncomfortable, but it really made the panelists stop and think, and give an answer from their hearts.
