Results tagged “Young Lions”

On the Ground at Cannes Lions 2014

New Creatives at Cannes

It’s that time of year again, when we hit the warm beaches of the Mediterranean and celebrate all things creativity at Cannes Lions (June 15-21). The gorgeous location is noteworthy but we’re most excited to see amazing creative work win awards! Beyond the parties, here’s a snapshot of where you will find Adobe in Cannes.

First up, if you arrive Sunday, swing by the Cannes Connect Bar at 17:30-19:00 to meet us and other young creatives from all over the world and ease into the week.

On Monday, don’t miss The New Creatives seminar at 11:00. Our VP of products-community and head of Behance, Scott Belsky, will be hosting a conversation with Yves Behar (fuseproject founder and CEO) and PJ Pereira (Pereira & O’Dell co-founder and CCO). They will discuss their #NewCreatives story, diving into the hows and whys of breaking the confines of being just a [FILL IN TITLE HERE (e.g., art director)].

Take part in art! We’ve picked Cannes to be the location of one of our Random Acts of Creativity. 3D street artist Manfred Stader will be creating a piece live, that you can interact with. He’ll be working most of the week right by the Palais. Stop by, see the work in progress, and most importantly, be in the piece itself when it’s completed on Wednesday the 18th. Follow all the Random Acts of Creativity on social using #CreateNow.

Ride Cannes – Cycling enthusiasts can join our daily rides and take in Cannes at over 15 mph with our Mediatech Cycling crew. Get all the details along with the schedule here.

Finally, stay tuned to @Adobe to keep up with all the Cannes Lions conversations and highlights. We’ll be on the ground, providing updates of activities including results from the Creative Effectiveness Lions and the Young Lions Competitions, which Adobe is sponsoring.

Are you going to Cannes as well? Find us! And follow all the social media conversations using #CannesLions.

Young Lions from Australia on Creativity, Then and Now

We are back from Cannes Lions and continuing to sit down with this year’s Young Lions Competition winners to get their thoughts on Creativity, Then and Now. Next up, we spoke with Sirisha Pulapaka and Helen Luong from Australia, Silver medalists in the Young Marketers category. See what they had to say below.

Have you always been compelled to create? Was the instinct there from a young age or did this happen later in life?

We believe creativity is in our genes and we continue to develop and nurture it through our experience and learning’s. Creativity needs to be harnessed by developing talent and skill, which are two very different things as creativity is a potential in all human beings. Sirisha said that in her childhood, analysing and rating ads during commercial breaks was a treasured pastime. She says “It’s all about keeping the inner child alive. We ‘ve continued to train our talent by gaining industry exposure and improving our skills by learning from those that have gotten it right through sheer hard work.”

What are your thoughts about how the creative process has changed in the past 50 years? What do you think are the differences between Then (such as the 1960’s, “Mad Men” style) and Now?

The digital revolution has drastically shaped the marketing and advertising space over the last few decades. In an amazing talk at Cannes; VP, Johnson and Johnson, Kimberley Kadlec introduced 4 new P’s to the marketing mix to include digital; purpose, presence, proximity and partnership. The 1960’s approach was more about connecting emotionally with the customer and influencing their thought process. Advertising today has taken a dramatic shift, focusing more on consumers as individuals with purchasing power. Marketing mediums have changed with the shifts in consumer behaviour and the technological evolution, defining marketing strategies today.

What are your thoughts on how creativity and marketing data have to work together? Page views, clicks, and other metrics are a big part of the creative world – not just “why” but “how” ads are created today. Do “Mad Men” need to become more like “Math Men?”

Creativity is the dark knight of marketing data; it’s that hidden saviour that finds a way for raw numbers and insights to become something that deserves the 1000 likes or tweet mentions. It’s no longer about the top ranking search results. To become successful marketers, you need to engage the community. People of today want to be a part of the conversation, be it around a brand, not for profit or a subject of interest. They want to see how they are benefitted, can be interactive or know how their contribution has helped achieve results. It’s the marketing strategy that ties creative and data together, finding solutions to a math problem using a new creative canvas. 

Then & Now: Past Young Lions Competition Champions Discuss Creativity

It’s that time of the year again when creative minds gather to debate, learn and be inspired. This year’s Cannes Lions Festival is just around the corner, and we’re very excited to once again be sponsoring the Young Lions Competition.  With this year’s battle for creative supremacy still up in the air, we wanted to take a minute and reflect on last year’s competition winners.

As you may recall, it was the Canadian creative duo, Alex Newman and Patrice Pollack, who faced an intense 24-hour challenge in the ‘Cyber’ competition category and brought home the Gold. We caught up with the reigning champions to capture their very own “Why I Create” story and asked them for their thoughts on how the creative process has evolved and the role data plays – a hot topic that will be discussed at this year’s festival, including our panel, “Adobe: Is Data Killing Creativity?” Check out the full Q&A below and be sure to follow our social channels – Twitter, Facebook, and YouTube – closely for live updates from Cannes beginning June 17.

Adobe: Have you always been compelled to create? Was the instinct there from a young age of did this happen later in life?

Alex Newman: I’ve always been a person driven by imagination and creation. As a child, I’d spend the majority of my days in my bedroom with a floor covered in Lego pieces – I’d lose myself in my imagination for hours. As an undergraduate with a passion for drawing, I took up animation at Seneca College in Toronto. As I got older, my desire to create didn’t wane. Being admitted to the Ontario College of Art and Design in 2007, I studied advertising and supplemented my critical thinking courses with a heavy focus on motion graphics, interactivity and art.

Patrice Pollack: I’ve always been compelled to create. When I was little, I never wanted to play with dolls. All I wanted was Plasticine, construction paper and crayons.

What are your thoughts about how the creative process has changed in the past 50 years? What do you think are the differences between then (such as the 1960’s “Mad Men” style) and now?

Alex: I’m very new to the industry of advertising, but as a millennial I have an unusual perspective on the last 50 years of advertising. Mainly because, I’m part of this elusive target demographic that began shaking up the industry a decade ago. I find that more recently ad agencies have had to become very nimble, very quickly to respond to a fluid audience. With the emergence of technology and social media, there has been a paradigm shift in culture of how people absorb information. It’s no longer a passive experience as it was during the “Mad Men” era. For larger firms it’s been a particularly difficult transition. Like the Titanic heading for an iceberg, large agencies don’t turn on a dime. Shedding this 50 year old structure of mass advertising and embracing the new structure of mass conversation is essential for companies to reach the newly empowered consumer. Being a new employee at JWT, I see this agency in the process of metamorphosis, and a great opportunity to ride a wave of innovation. Personally, this is the most exciting time to be in advertising in the last 50 years.

Patrice: I think the fundamentals have stayed the same, but technology and the new media we have to play with have dramatically impacted the creative process. The sheer amount of advertising that is vying for our attention has also quadrupled, so agencies have had to think of new ways to get noticed – and that goes far beyond traditional advertising.

What are your thoughts on how creativity and marketing data have to work together? Page views, clicks and other metrics are a big part of the creative world – not just “why” but “how” ads are created today. Do “Mad Men” need to become more like “Math Men?”

Alex: The measurement of creativity is almost an oxymoron, yet in a business that relies on results, metrics are a crucial part of success. I find metrics in moderation are extremely helpful in gathering creative insights, but there does come a time when metrics can hinder the ability to think creatively. If the left side of the brain (linear thinking) has too much of a strangle hold on the right side (creative thinking), there is less room to ‘play’ with a thought.

 

Off to Cannes Lions 2011

Next week we’re making our way back to Cannes, France for the 58th Cannes Lions International Festival of Creativity, where creative and innovative leaders from all over the globe gather to talk about the future of advertising, marketing and digital trends. We have some great events planned during the week and look forward to connecting with the crowds to talk about the future of digital.

To kick things off on Monday June 20th, our CTO Kevin Lynch will be hosting a panel: Advertising meets Digital Publishing: The Hot Issue, featuring advertising firms – Goodby, Silverstein & Partners and Ogilvy & Mather – and publishers from Vanity Fair and Federated Media. Kevin and his fellow panelists will discuss opportunities and debate the industry’s future for both advertisers and publishers in this new era of digital publishing.

Adobe is also proud to sponsor the Young Lions Competition, where up-and-coming creators in film, cyber, media and print are challenged with developing campaigns in just 24 hours (48 hours for film). Many will be leveraging Creative Suite 5.5 to create their content.

Additionally, Adobe is sponsoring a new Creative Effectiveness awards category at Cannes Lions. This category honors creativity that has shown a measurable impact on a client’s business. With a growing focus on helping businesses measure the impact of their marketing investment with Adobe Online Marketing Suite powered by Omniture, we are pleased to support industry recognition for effectiveness.

Be sure to follow @Adobe and stay tuned to our Facebook Page for details around Young Lions, Kevin’s panel, and the events we’re participating in with partners, such as MOFILM and the Society of Digital Agencies (SoDA). We’ll be tweeting with hashtags #CannesLions and #FutureofDigital. We hope you’ll join the conversation with us!

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