On judging LIA 2015, Mark Tutssel, Global Chief Creative Officer, Leo Burnett Worldwide had this to say:
The week was a resounding success. Assembled in the Nevada desert were some of the finest creative minds in our business.
I was blessed to work with an extremely talented jury from the four corners of the world. We were on a mission to uncover brave ideas that didn’t conform to category conventions. We wanted to celebrate the revolutionary, the unconventional and the nontraditional -- fresh ideas that defied the status quo.
The winners contain some of the most influential creativity in 2015. Innovative, beautifully crafted ideas that reshape the way the entire world thinks about brands and business.
The most contemporary, unorthodox thinking came from many parts of the world - Germany, France, Brazil, Australia, Spain, Argentina, Japan, United States, Sweden, Japan, Turkey, United Kingdom, Canada, Lebanon, Turkey and New Zealand.
The French, in particular, demonstrated a massive appetite for progressive thinking. The country produced an array of fascinating work, including Atlantic Group’s “37 Days”, Intermarche’s “The Freshest Orange Juice Brand,” and The Noemi Association’s “Eyes of a Child.”
On the final day of deliberation, the jury was joined by the next generation of creative leaders, around 25 ‘under 30’s’ from around the globe. These are young creatives who naturally challenge everything. People who are actively and passionately searching for new ways to evolve and grow this industry. They had the opportunity to sit in on the discussions, hearing first-hand various points of view that ultimately decided on the best ideas and execution of the year.
While a great deal has changed, one thing hasn’t – the power of creativity.
The best ideas are the ones that are incredibly simple and rooted in beautiful human truths. In this new dynamic landscape, we have to keep creativity at the forefront of engagement because it remains the most valuable asset in business.
Finally, I would like to salute Barbara Levy and her remarkable team. Her investment in “Creative LIAisons” is an invaluable investment in our industry.
The 90 future creative leaders who were privileged to be in Las Vegas were treated to an education second to none. It was an immersive experience that I am sure will pay huge dividends in their personal development, as they rewrite the rules and take this industry to new heights.
Thank you Barbara.
Four years ago, LIA decided that one of the best ways to give back to the industry was to create a mentoring programme fully funded by LIA called "Creative Conversations." We have since renamed "Creative Conversations" to be called Creative LIAisons. This programme runs concurrently with the LIA Judging.
For LIA, it wasn't enough just to honour the best work globally; we wanted to help build a new generation of young creatives who would bring creativity to the next level. That was the beginning. Now this programme has become one of the most respected and sought after educational initiatives in the industry.
For those of you that have been fortunate enough to participate in this programme of seminars and have had the exclusive privilege of sitting-in on statue discussions don't squander this opportunity. Creative LIAisons is the only place you have access to what goes on inside the judging rooms.
Share with your colleagues and with your friends in the industry. Tell them what goes on in the LIA Judging rooms during statue discussions. How once every judge has reviewed every piece of work in the media they are judging and culled it down to the cream of the crop, the real intensive discussions begin. Mediocre work has no place to hide.
Ming Yi Neo, a senior copywriter at TBWA\Kuala Lumpur, was one of the lucky young creatives to be awarded a place at the recent London International Awards Creative LIAisons conference convened in Las Vegas over the recent LIA judging week. Here Ming Yi highlights the "10 things she hated about Creative LIAisons".
Gotcha! I really need to go for click-bait rehab. In all seriousness, the only way I think Creative LIAisions could be improved upon was if we'd had the coffee bar inside the hall.
We had some of the most amazing speakers lined up for us, although I can't decide if the highlight of the conference was FUBU founder Daymond John's keynote address (he brought his own DJ), or the intense statue discussions.
I'm not sure what had taken place in the other rooms, but when I witnessed the plethora of puns that all these great minds from around the world threw out throughout the session I was in, I breathed with relief because there is hope for me yet. I learned plenty at the conference, although, as there's a word limit I have to adhere to, here are the top ten.
1. Some CCOs look like celebrities.
Our moderator, Ralph Van Dijk, looks a little like Sting, if Sting wore glasses. John Mescall is really Tom Hiddleston; have you ever seen both in the same room? I rest my case. In any case, don't let their rockstar status scare you away. They're actually really nice to talk to. Unless they're on the phone and sound a little mad. Then put down that name-card and walk away, my friend.
2. The best work in the room always has the best insight.
And these insights don't have to come from planners. They could be from a creative, a client, or the 'aunty' who rides the elevator with you every other day, but with whom you've never spoken. Take a chance and talk. You might end up at Vegas. Not marrying the elevator aunty, but picking up a metal at LIA. Unless you want to do both. Then do it!
3. Apply stand-up comedy techniques at brainstorms.
I can't wait to try this one out when I get back to work. Thanks, Chris Smith. Hope you got the chocolate dick out of your mind. (Sorry reader, you had to be there. Next year, maybe?)
4. Take your greatest weakness and turn it into your greatest strength.
That one's from Pum, one of my favourite speakers. Since my handwriting would put a doctor to shame, I might try doing hand drawn typography. And make a fortune with my font after I get it patented, with some help from Paris the copyright lawyer. Move over, Sagmeister.
5. Avoid throwing your kids in the air.
Or end up throwing out your back like Ted Royer.
6. Mark Tutssel could edit for Buzzfeed.
The title of his talk was '8 creative trends to watch'. Well played sir, well played.
7. Toilet seats that go down on their own = best idea ever.
Hear, hear, Dorte Spengler-Ahrens. Danke! Seriously, the point here is that our ideas need to solve real-life problems. The technology just makes it happen, but have the idea first.
8. Typos are not that big a dael.
Kidding. Maybe you can get away with it in a case study video, but if it's printed on a packaging, good luck and Auf Wiedersehen.
9. Creative people need more hardships.
According to Emad Tahtouh, frustration is the father of invention. Daymond John says it was being broke that started his creativity. I think of my mother who was born into poverty and her various ingenious home improvement ideas, and I know it's true. But if your boss decides to cut your paycheck, don't come after me.
10. Don't take yourself too seriously.
Because Loki, er, John Mescall said so.