looking back, over my shoulder

 

            ^{Now that it’s actually been a while since the Cannes-Lions phenomenon took place, I constantly feel that I should look back. It’s like I’ve missed something or like I miss something right now. It’s like I have to review and see once more that experience. Now that it’s getting far and far away from the present and getting into the memory of the past , I’m still wondering how it just doesn’t get smaller. You know the fact that when you move from a place to another you have to leave one place to get to the other. So ,you leave one behind ,and looking back it turns smaller and smaller till it confuses itself with the horizon line. Well, this basic ,normal and physically trusted thing doesn’t happen to me in this case. The Cannes experience lives up to the present in its entire formula. It’s there. Far behind but close near. Now ,I find the duty to ask myself why? Which are the possible rational reasons? I try finding them behind the simple question: Did my memory evolve or the Cannes experience absorbed the best of it? I’d rather think twice and argument the second choice. And…admit that my inner memory is full of :consumer generated content, the digital age,, the niche groups ,the new media, the engagement, the power of the new found big idea and all that.              Helping myself with another question in order to get an answer, I wonder …how it didn’t diminish its consistence. It’s like eating out of an ice-cream mug that never finishes. I find the light in remarking that the so called trends that we were warned with still resist. We just began living their era, and they shall long live further ,as they won’t change but evolve. So, then where’s my fear? It may be in the fact that I feel to do something with heritage that I’ve received. I feel that I’m ready enough to make this work on it’s bare feet, step by step. I need the practice that abuses theory. I just cannot sit and hug this great ideas , but use them and see them work, or at least try them. It’s like going shopping for a pair of shoes. You see them , you like them, they have your number, you don’t have the money to buy them ,but you put them on your “must have list”. The second day you come with the money and if you are lucky enough ,they’re still there waiting for you. You get excited, buy them and come back home, do a few steps and put them back in their box and then in your closet. The next day you think of wearing them but you think that they are “too” new “or it’s maybe not the occasion. And the time rushes as ever and they outgrow you. Many words indeed for just one meaning. This is my fear : not living the post- Cannes moment in it’s full size and not using what I’ve gained, not trying my new shoes on today.}

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not an ordinary day

it’s funny how a great idea like this comes up from the same blank page like any other. at first when I saw the commercial , especially at the part regarding “the cereal that you never finish”, I  thought of my ordinary days. hopefully they don’t finish like this one. what cought my eye was the copy that impresses by the true simple little things that you do or forget every morning. and I who thought that leaving the towel on the floor can happen only to me… great insight feeling and situation reverse. try it yourself.

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watch your back

speaking about the evil twin. here’s the evil brotherhood of the back seat-ers. this is a very good reason for which smart is the “smartest” option. I question myself how’s then going by bus, where there are so many backseats and everyone is daily fighting for one. anyhow, I bet  it would have made a great movie.

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the evil twin classic

don’t try this at home even if you live at the 11th floor. it might rain with trouble instead of rainbow colours.

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the classic

don’t try to count them just let yourself be inspired by the colour…because this is a commercial “like no other”.

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conquer your second life

getting into the second life trend, check this out. and check it double because it’s twice the life you are living this very moment. wish you were more of yourself or completely someone else? you have all the time and space in the world to get to the “game over” and proudly say :” I’ve lived!”

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1+1

access the discovery channel or you … shall forever go bear foot without knowing that ants do exist. what do I mean? experience makes you discover . simple and less simple things. it may not be the wonder of your life, and it may not be such an important discovery but you shall not be ignorant to it. you shall not preserve yourself. you should give it a try even though it’s easier to turn your back from it. if you “don’t” it’s generally ok , as you have noticed. but that doesn’t mean that this is the best thing to do. so, let yourself be bitten by an ant and dare to go bear foot. that might make you a man. or else… “one of two things can happen”…

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A SEED OF IT

I find myself in my living room and I’m burried in the Cannes spirit. I am diving into what Cannes meant and I want to keep it all. Every single piece of paper has a stamped memory on it. Hundreds and thousands of thoughts : the sun, the sea, the red carpet, the two silver and golden happy fellows, the “check in”, the stairs, the posters, the registration, THE BADGE, the heavy bag, the first seminar, the first photo, the first nestle bottle of water, the supermarket, the residence, the first time when I got lost searching for home, the wonderful garden , the pool, the old man having his breakfast ( milk and toast and honney) opposite our residence, the first time we jumped over the fence because we were late, the first missed galla, the first call from home, THE SAWA SEMINAR, the first bussiness card I gave , THE NIKE COMMERCIAL, the  group picture , the first party, ther  walk on the beach, the first kilo of advertising magazines, the rain, the rain again, the tight shoes feeling X 1000, the first seminar sleep ( we’ve got pics), the junk food , the warm to hot hot (ouch) sand, the bear foot walk ( oh, how I miss that) , when the elevator stops working, the midnight talks on balcony number 509 , the Dobrovolski morning call, the bridge , the free ice-cream , THE SCREENINGS, the 15 minutes of glory (THE ROMANIAN LIONS), the presents for the family, the postcards,the last night, the way home, the plane landing , the good bye…THE END.

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a workshop to remeber and to be forever mentioned to our grandsons

 Running from a seminar to another you can really get confused. you forget what you wished to remember, you write down everything wanting to stock the information that you received. You madly take photos in order to immortalize the moment and you …wonder. i love that my motto of “expect the unexpected “ never lets me down. It’s just there to prove me once more that I have no idea what “better” really is. concidering this irrelevant let me turn 180 degrees and get to the point.  Sawa seminar was liker a flashlight in my eye…or like the tsunami that I frightened and warned myself with before starting this journey. entering the conference room was hit by the sound. So my first sense of them five ( because the fourth I’m still training) received a great you. The hi fi tech (or however it’s called) took me and vibrated my perception. And then a very clever leading advertiser appeared and did the greetings. Electronovision uk. Simply charming. And after these small rain drops the storm began. A couple of minutes “stolen” from “the sunshine” Hollywood production took my breath away. Perfect image on the largest screen that I’ve ever stared at, the most powerful and accurate sound and the power of ideas caught me in the middle. And this was just the beginning . Once entered this 3d world and it’s wonders I got lost. Watching on that large and welcoming screen the sony bravia commercial is an experience that stunned me. I’ve then realized that words are no more enough. A tomato is obvious less than a salad. So I think it’s the salad era. Advertising is entertaining.I used to know this. But now I know much more: that it’s also the other way round. Advertising in cinemas is stimulating interactivity between consumers and brands and between consumers themselves and the community that they take part in.Finally I had the great chance to smell advertising. It smells like a summer in Cannes or as a Nivea Body Lotion. Commercials now have even scent. In cinema only. From now on.

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it could have been

this is like living and accepting the hazard as part of the game. willing to challenge my luck,I dare say this is the grand prix print. at least the grand prix of my intuition.I feel it as a capo d’opera. It’s simple, direct ( or almost ) and impressive. Accurate and witty. And it’s Guinness for God’ s sake. It’s the perfect shake. A strong and unforgetable figure of the world’s classics. So… I’m off to see the wizard, the wonderful wizard of Cannes!

campaingn – Guinness

print – Rusty

country – Malaysia

afer the grand galla part – of course it wasn’t ment to be. but still I did belive in this print and I still do. for me it did win the Grand Prix. unfortunately nobody agreed with me on this. but hey. we learn more efficiently out of mistakes. so I guess now I know much more about winning just by losing.

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