In September, 18-19, in Digital October the holders of almost 100 Cannes Lions will gather together to perform with the series of lectures within the Learning Program of the International Advertising Festival. Apart from that, as it was already announced, the Festival's organisers decided to go beyond advertising industry and invite people who know how to create something in this world, except for advertising.
<p><img src="/uploads/Emma.jpg" style="width:463px;height:659px"><br></p><p><span lang="EN-GB" style="font-family:Arial, sans-serif">When I was a child I used to love watching TV ads. I knew all the words to all the songs in the commercials and still do - much to my children’s amusement. The 48 sheet posters in London were also brilliant. They were an art form in their own right. Campaigns for the Greater London Council , Silk Cut cigarettes and ITV were some of my favourites. I always wondered, who were the people that came up with these ideas? Little did I know that one day I would end up working for some of them. Today it seems more difficult to get really creative ideas into mainstream media; the appetite for risk is not there amongst clients. You tend to see the more innovative stuff on the web and social media platforms.</span></p> <p>It’s really interesting to look at the difference between countries who are fairly new to creative advertising and those who have been doing it for a long time. The newer markets tend to be more exciting. They take bigger risks. The older, more ‘sophisticated’ markets are producing more conservative, safer work on the whole. Of course, there are exceptions to this rule but this is my view based on my judging at lots of awards juries over many years. Brazil and South America generally have given us some truly amazing work recently whereas the UK and the US not so much so. This might be because the UK and US are global hubs and have to make work that is suitable for many different markets. Or it might be because there are lots of levels of clients and focus groups! My prediction for the future? Keep an eye on Africa and Russia.</p> <p>American’s tend to value the sheer amount of work produced. They are focused on the quantity of output; they work incredibly hard and have few holidays. In Europe we tend to be a little more relaxed about things and we do love lots of theory and research! In markets that have emerged and matured in recent years, the Far East and South America, there is still a real buzz, an energy. While in markets such as Australia and New Zealand they are refreshingly straight forward in their approach to creativity and business in general.</p> <p>I’d be a detective. A super sleuth. Maybe I’ve watched way too much TV but I think it would be absolutely fascinating. I reckon I’d be pretty good at catching criminals.</p> <p>David Droga is the person in advertising who inspires me. No one else comes close. Everyone at Ogilvy in London is probably bored rigid with my quoting David Droga at them. And constantly referencing Droga5 work. </p> <p>Digital ads won’t completely displace print ads so long as print is a medium we engage with. And I believe it will be. Very few innovations completely surplant pre-existing stuff. But they may cause the latter to change somewhat. Look at bookshops. The advent of Amazon did not cause them to disappear but they have evolved. Now they serve coffee or wine and host book club events. They are social gathering spaces as well as just being retailers. So print ads will not die but they may evolve to be more relevant to the way we live now.</p> <p>I obviously could not live without my husband and children, I’m sure most people will agree. So my five things are in addition to them;</p> <p>The changing seasons in London.</p> <p>Firework Night.</p> <p>Black Taxis.</p> <p>My Nan’s recipe for chicken soup.</p> <p>The wildlife in the city.</p>
As everyone is already aware, the deadline for submitting Red Apple 2014 works was extended till August, 15, and no one had a thought about extending it again. Nevertheless, August, 19 is decided to be the one and only day, when you have the last chance to submit your works.
<div><p style="font-weight: bold;" margin-bottom:0cm;margin-bottom:.0001pt;line-height:22.0pt"=""><strong></strong></p><h2>International Advertising Festival Red Apple postpones the submitting date till August, 15.</h2> <p style="font-weight:bold"><em> <img src="/uploads/deadlineNEW-08.png" style="width:463px;height:463px"></em></p> <h3>The Festival's directory stated that the interest among international agencies this year is as high as ever. At the moment, apart from Russia and its neighbouring countries, agencies from Germany, Lithuania, Netherlands, France, United Kingdom, UAE, Ireland, Italy, Switzerland, Japan, Thailand and Australia have already submitted their works. </h3> <p><span style="font-weight:normal">The main reason for such attention to this year's Red Apple is incredible composition of the international jury. You really are going to be amazed with it! On average, each jury member is the holder of 7 Cannes Lions.</span></p> <p><span style="font-weight:normal">Moreover, for the first time in the Festival's history, the international jurors are going to choose both the short-list nominates and the winners.</span></p> <p><span style="font-weight:normal">As the Red Apple directory reports, the main difference of the voting process this year is the absence of special jury for online voting, which usually consisted of Russian marketers and creatives. This time it's up to international jurors to decide who is going to be in the short-list and who is going to take the Red Apple awards. Therefore, the deadline will not be extended anymore, as the jury will start voting right after the end of submission period.</span></p> <p><span style="font-weight:normal">The chairman of the Jury 2014 is David Guerrero (<a href="http://www.sostav.ru/publication/devid-gerrero-reklama-daet-shans-izmenit-mir-10932.html">link for the interview</a>), the head of the Filipino advertising agency BBDO and the creator of last year's symbolic work "Labels Against Women" (<a href="http://www.youtube.com/watch?v=kOjNcZvwjxI">link for the video</a>) for Pantene. </span></p> <p margin-bottom:0cm;margin-bottom:.0001pt;line-height:17.0pt"=""><span style="font-weight:normal"><a href="http://www.youtube.com/watch?v=NpsYN43v4NI">Video greeting from David Guerrero</a></span></p> <p margin-bottom:0cm;margin-bottom:.0001pt;line-height:17.0pt"=""><span style="font-weight:normal">The directory also reminds that one more nomination "Creative Effectiveness" was added to the list. Each agency is required to describe the creative component of campaign, outline of the problem, how it was solved, and final results in the format of a 5-minute film or presentation. Only the works, which were submitted during the last year's Festival and went up to the short-list and further, can be assessed in this nomination. To get more detailed requirements go to <a href="http://festival.ru/en/festival/creative-effectiveness">the Festival's website</a>.</span></p> <p margin-bottom:0cm;margin-bottom:.0001pt;line-height:17.0pt"=""><span style="font-weight:normal">The educational programme will commence September, 18 and will last two days. The winners will be announced during the Award Ceremony on September, 19 in the Icon Hall.</span></p> <p margin-bottom:0cm;margin-bottom:.0001pt;line-height:17.0pt"=""><strong>Exchange Ideas! Change the World!</strong></p> <p><span style="font-weight:normal"> </span></p> </div>