D&AD 2018 Day 1
Oh Shi*! I’m in charge! – with Patrick Collister, Creative Matters Ltd
The first lecture I attended to kick off the 2018 festival was a fantastic lecture by Creative Director, Patrick Collister.
To begin with he discussed how to define creativity. Creativity is taking people on a journey when they least expect it. When looking at a design/piece of art, there is two types of people, those who look at the image, and those that look into the image, and it is our job as designers to create an image that takes people on a journey. When we design, we need to establish where we are taking people and why you are taking them there.
Next, ‘Imagine the vision’… make a game plan. Task Draw where you want to be in 10 years’ time. Then establish exactly what you are going to do and what you need to do to get there. Have no fear! – Collister told us a story about him being promoted to a creative director in one of the companies he worked with and that he then had to tell a number or collages in his team that they were to be made redundant, however when telling his team this he then said however if you lot are all being let go frankly he didn’t want to work there without them, so he then quit and told them hes going for a pint if they wanted to join… from that pint he then ended up with 2 job offers and moved to New York to continue his career.
Know the brief…
Take away liner: You only have two gifts to give, love and time.
These are not the droids you are looking for: How to be more persuasive – Kit Altin, The Gate London
The second talk of the festival I attended was by Kit Altin. [twitter handle @kit_trick]
This was a fascinating talk about how advertisements connect with people. Altin explained that there are 3 methods used… Ethos, Pathos and Logos.
The Ethosmethod is all about credibility and trustworthiness, aka facts.
Pathosis all about effecting emotions, which can either be positively or negatively affected, aka relevance.
And finally, Logos, which is the method that relies on logicality, so logic.
We were then shown advertising campaigns which we broke down to identify which method, or methods were being used to connect with the audience, to make us masters of identifying them.
Now that I have been told about ‘The magic trio of persuasion’ and how they are used, it will be really useful to use in my own projects going forward. By identifying how which method(s) can relate to a brief, to use in the design creating, and to tailor presentations and pitches to clients around the trio to help sell the idea.
Finally, Altin shared one of her exercises she does before pitches and meetings, which was really useful and rather funny… the exercise was to stand up and take as much space up on the room as possible, then saying ‘I can’t do it, I feel shit, I’m worthless’, followed by crunching up into a ball taking as little space up as possible and saying, ‘I am totally in charge, I am invincible’, totally switching the roles.
How to do what you are not allowed to do – Dave Trott
The final talk of the first day was by Advertiser, Dave Trott.
To begin Trott told the room how they should never play down, sink to the level of the account men or planner. He explained how we need to take responsibility for our own designs and make them run, not give them to someone else to try and get to run but don’t really care if they don’t. take responsibility and MAKE SURE THEY RUN!
Using the evolution of cigarette advertising, in particular Benson and Hedges campaigns and how powerful they were while being told they can’t do so many things, such as have people smoking and enjoying themselves in the adverts under new laws and all adverts need the big f**k off government health warning on, and how far the campaigns could run with this. Instead of having a sexy image of someone famous smoking a cigarette which was no longer aloud, they started just taking beautiful images and placing a packet in the mix. After they didn’t even need to do this, as the big government health warning which had to be included in the campaign already said it was a cigarette, do they even need to include any additional text?! In the end they managed to create such powerful advertising they didn’t need any text, nor any cigarettes in what so ever, just a beautiful picture and the colour gold… the campaigning was so strong they owned the colour gold by association.
‘If you really know people you can get away with saying one thing and people hearing another’ – for this example Trott showed us some advertising from British Airways, who had said in their 1983 Manhattan campaign they said they take more people across the Atlantic than the entire population of Manhattan, however people interpreted it as the entire population of New York. He explained how when you really understand people you can make them hear a different message while still working within the boundaries you are allowed to.
After going to New York for art school Trott explained how the attitude is so different from there to here, in London. New York as a city has a can-do attitude, while London as a city has a can’t do attitude. When moving back to London after graduating he applied that to the companies here which aren’t used to that stand out attitude. He explained how the world of advertising is not for shy people. In advertising you need to stand out, that’s how it works. ‘why be a sailor when you can be a pirate’ – Steve jobs. Finding out what makes you different works!
Take away liner: Do it, Then Fix it. – don’t wait for the perfect opportunity, do it and then you can go back and fix it.
Image 1 - https://www.kaushik.net/avinash/great-analyst-skills-skepticism-wisdom/
Image 2 - https://malcolmbirkett.wordpress.com/2012/06/19/benson-and-hedges/