To say that I was excited to be accepted into this year’s Creative LIAisons Virtual Coaching program would be an understatement. Not just because it was an opportunity to learn from the best in the business, but because it enabled me to see the advertising world through different cultural lenses.
I couldn’t be more grateful to Denise Rossetto, Partner / Chief Creative Officer at Broken Heart Love Affair, Toronto, Federico (Potter) Zamponi, Regional Creative Director at Commonwealth//McCann, Buenos Aires and Istvan Bracsok, Chief Creative Officer / Founding Partner at White Rabbit Budapest, for giving their time and guidance; from explaining the possibilities of NFTs, and sharing insightful perspectives on creating meaningful ideas, to sending pictures of their doggo.
Although every mentor had a slightly different perspective on what makes ideas both meaningful and impactful, there was one lesson that was consistent: That great advertising campaigns were inspired by, and fully understood, human truths. And those truths are more universal than what you would expect. It’s good to remember this while we’re being bombarded with information, yet perpetually stuck in our own echo chambers, trying to come up with the next award-winning campaign.
Denise, Potter and Istvan taught me the power of being curious, being obsessed, and being open – and I can’t thank them enough.