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 gambling.
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.