dungcool

[dungcool]

DJs of emotion

At the first panel I went to with Densu Inc I learned that Their company was responsible for the animation at the Paralympic in Tokyo in 2020. There were no people allowed but they wanted to use animation to give every country its own entrance. The have been able to utilize technology to bridge the gap between people with disabilities and able people. Their company prioritizes the rights of people with disabilities.

At the Josy Paul meet up space talk I learned creativity is the gift of empath. Some of his campaigns include women against lazy stubble, don’t touch the pickle and things don’t judge -eBay campaign which featured 100 million things that don’t judge. His success has come from not manufacturing anything but using what already exists. He believes in doing a briefing not a brief, which means he first starts with a conversation with brands.

At the WARC panel on effective resilensece I learned that culture is the next center of effectiveness. The panelist spoke of a man who was successful at his job but quit and became a teacher. He was really unhappy because what he was doing wasn’t his passion he was chasing metrics. The panel gave me a reason to now make sure I really like and support what I do career wise and give myself time to process the emotions that come with that.

At the influencer debrief I learned that what makes influencer campaigns successful is taping into what is already out there. This was a common theme of the videos the jury chose to win awards. These campaigns tapped into peoples daily habits and combined the brand’s story with them. Their advice for people submitting in this category next year is to have measurable company growth and user engagement.

At the Papel panel I learned that the film festival still has work to be done in accepting diverse creatives. Throughout this conference spaces that appear to be open are not always such. Gallop suggested to move inkwell beach closer to the main building. I learned that there is much work to be done in supporting Brazilian and Latinx creatives as well.

At the NFL talk I learned that the NFL is trying to do better. The NFL knows they have had a problem in the past of supporting it’s players views. I learned from the players who spoke on the panel that they collaborate with brands when there is a long term partnership and it is in line with their values. Cam Jordan spoken on how if he is asked to do something he wouldn’t normally do or support a brand he doesn’t like he won’t do it. I’m hopeful and excited for the future of the NFL in brand engagement.

[dungcool]

“Can You Stand the Rain”

At the sacchi and saachi panel I learned that there are concerns over creativity losing its power in Britain. In the first video shown there was this repetitive action of glass breaking to symbolize breaking the glass ceiling. The speakers at Saachi and Saachi explained that there is being more disruptive and taking more risks. The time to take risks in content is now.

In between bouts of rain at the Rankin panel I learned it's not about the taking but the making of a photo. Anyone can take a photo but it's what goes on behind the camera that makes the difference. He wants every person to feel beautiful when they look at a photo of themselves. He also suggests doing the opposite of the normal thing to do. During his campaign with Dove and Ogilvy he chose models who weren’t normally chosen.

At the Activision panel today I learned that video games are a new opportunity for brands to not only market their products but the digital gaming world is an entirely new marketplace. At Activision they focus on combining winning, identity, collaboration, progression, exploration to create their brand partnerships. Video games have been able to create a community that exists entirely virtually. An example of a campaign done was with Call of Duty partnered with veterans to provide stable job placement. This was the most well done presentation I have seen at this conference.

At the Megan the Stallion panel I learned what makes her partnership with Frito Lay is her authenticity. Megan’s love hot cheetos and there is a long history of her love of hot cheetos. There will be a continuation of product lines and long term partnership between Megan the Stallion and Frito Lay. During the production of her Super Bowl Commercial she was able to have a clear creative collaboration with Frito Lay which made their end product better.

During the awards ceremony I was most moved by Malala's speech. In her speech she called for each audience member to take action to promote the education of girls. She was encouraging that within everyone’s sphere of influence they remember that there are women in this world who do not have the chance at education. She was open and transparent about the current state of rights for women. She left the door open for more positive change to happen in the world that the advertising industry can have a role in.

[dungcool]

Authenticity was a word I heard a lot today.

At the Cannes lions partnership with Deloitte panel. I learned that companies are trying to solve the worlds problems is becoming increasingly popular. This is because there is a universal social push to work together to help make the world a better place.

At the Elite World Group panel which was my favorite from today I learned that their are expectation of influencers from followers. Influencers are able convincing base that the product they are marketing is authentic, by explaining that particular project as a “dream to work with” that brand. In turn their followers view thar partnership as a goal that their influencer has achieved. In addition, learned that within influencer marketing Web 3 was join me where as Web 2 was watch me.EWG uses a substance equation for how to have content creation have high engagement. Attached is the photo of this equation.

I learned from the Burberry rep that their brand is able to be authentic by using the Gumby Theory as a rule of thumb. The goal of the Gumby Theory is no matter how much you pull and change you always come back to your core. Another way Burberry has been able to have longevity is a shared valued system which leads to a positive result that allows growth into new spaces.

At Meta’s panel with Issa Rae I learned that small creators are able to deliver the same engagement as large creators because of authenticity. The consumer is valuing authenticity over notoriety. I learned the best way for companies to approach and convince creators into partnerships is to meet them where they are currently and where they want to go in their career. Rae said, “I know this seems out dated but do your research”. Rae recently chose a brand deal because the brand was able to cater to her desired future directions in her career.

At the Film Jury panel I learned about the process of choosing the winners. First the jury starts with every film they know will get a medal, and they award them bronze. The next day they chose all the silver and so on and so fourth until the Grand Prix. This year’s Grand Prix winner Penny was nominated in multiple categories. Naoko Tajima mentioned that it was a film that from the start made her feel something and that every time she watched it her feelings grew. I was able to view the film at the awards ceremony the night before and fully understood what she felt.

At a workshop at Meta I learned how to create a Reel. The workshop reminded me of the classes the Apple Store holds for people who want to know how to use their Apple products. The speakers were extremely charismatic and made the workshop fun!

[dungcool]

The Rick and Morty panel and Edelman Data and Intelligence panel were my two favorite things I saw today. I enjoyed being surrounded by Rick and Morty fans. I learned consumable collectibles are a great way to connect with your consumer. Rick and Morty had a campaign with Pringles that was successful monetarily and meaningful to their fans. Edelman perfectly captured the importance of marketing and the need to tell an ethical story. I can’t wait for tomorrow!