What happens when 65 young creatives are invited to
one of the most prestigious adverting festivals in the
world? And what happens when this event
takes place in Vegas? Well, I can’t really remember.
But what my notes and sporadic flashbacks, caused
by excessive drinking, tell me is this:
Our industry - the advertising industry - is not
what it used to be. Telling just stories is not enough anymore.
Playing Hollywood is not selling more products. Don’t get me wrong: It is
still about stories and entertainment. But not only that.
I believe advertising is learning today how to
design the media so it works together with the stories. Technology is
helping us to enhance these stories and to add more value to people’s life.
Content is no longer just content: it needs to be connected directly to our
humanity. It needs to create meaningful purpose and participation for the
audience. We no longer just watch; we play together.
This valuable knowledge, and a big hole in my
budget is what I take with me from a week of intense learning, drinking and
I’d like to thank the whole LIA organization for
this great opportunity. In my opinion,
this is the best thing they could do for any young creative in our industry. Hats
off to the jury members and speakers who were incredibly inspiring and open to
us during the whole week. You all proved that some things that happen in Vegas
shouldn’t be kept in Vegas at all.
I hope to see you all again next year.