June 22: Wrap Up-- Fashion in the social and digital media world

Wrap Up: Fashion in the Social and Digital Media World

In Cannes, ‘fashion’ does not mean ‘clothes’; it means making a statement. This does not come easy, especially when the streets are lined with designer brands like Chanel, Prada, Louis Vuitton, Fendi, Marc Jobs, Escada, Hermés and many more. In order to make that fashion statement, many fashion labels are turning to social and digital media, as well as the use of digital products.

Ballentino, a whisky company, digitized t-shirts in order to make a statement (TshirtOS noted on June 15^th post). The t-shirt contains an LED screen, camera, headphone jack, Bluetooth capability and 3-axis accelerometer, all programmed by an phone app. This is sure to stand out more than just another Chanel chiffon blouse.

Other brands are also getting on the bandwagon with going digital. Kate Spade uses storefront augmented reality glass (noted on June 15^th post). This allows consumers to window-shop and browse the selection of clothes by logging on to their phones and using the window storefront as their virtual shopping bag. This improves the shopping experience and attracts more people to the front of the store.

While some brands go digital, some brands decide to go social and expand on their appeal to consumers. Burberry (noted on June 21^st post) is very innovative, as they strive to not only be a fashion brand, but also invite consumers to view their online portfolio of interaction. In addition to Burberry’s selection of clothing, accessories, perfumes and cosmetic options on their web page, Burberry also has Burberry Acoustic, Art of the Trench (Burberry’s social media trench coat platform), multimedia of their fashion shows, Burberry Foundation and a timeline of images of the brand’s heritage. All of these links are interactive and meant to help engage their consumers and show that they care. Additionally, Burberry understands that in a world of digital women (Digital Divas noted on June 17^th post) it is very important to cater to their technological needs. With both men and women’s needs to stay connected in a digital space, Burberry has allowed consumers to incorporate Burberry, as a whole unit, a brand, into their lives. It is no longer about just finding that perfect trench coat (but if you do, post a picture and story on Art of the Trench). Now, consumerism is about sharing ideas, connecting and becoming appealing to those digital thinkers, who really value facts and statistics, the data believers (noted on June 20^th post), as well as the fable seekers and the new age artisans.

With the world’s advances, allowing consumers to shop online, scan your own grocery items and consider your iPhone 5 to be your lover and best friend, brands really need to stand out and use digital and social media to promote themselves and connect with their audiences.

Target understands this need to connect digitally, and so the retail store created Cartwheel, a grocery shopping gamification app. The app allows you to trade and rack up social currency. It allows you to save on the products you need, creating a unique and specified coupon distribution.

Target isn’t the only retail store cashing in on this retail genius. Quick Silver, South Africa (noted on June 20^th post), uses a consumer’s social media influence with that brand to generate their coupon system. The more influential the consumer is, via Klout score, the more coupons the consumer will receiver. This brand realizes that consumers are the most effective advertisement. Word of mouth now accounts for 91—92% of influenced purchases. With this in mind, the more consumers tweet, post and comment about a Quick Silver product, the more influential that consumer will become. The higher the Klout score, the more you save.

Louis Vutton, known for their lovely leather bags and products, now turns to social media, as well. With the Louis Vutton app Amble, consumers can travel and track their favorite places, as well as see where celebrities’ favorite places are within that same area. It takes travel to the next level, recording memories and inspiring consumers to create an unforgettable trip.

These innovations are the latest in the fashion industry, from sharing a Google Chrome Burberry digital kiss around the world, to planning a trip in Spain based on Selena Gomez’s favorite restaurants, the fashion industry has created a new way to communicate with consumers. It is essential for these brands to hear from and understand consumers points in order to create better products and a better way to target and market their trendy consumers. These advances are happening because brands need to do much more and prove themselves in a world of user generated content, cultural accessibility, crowdsourcing, 3D printing and refined technology. No longer does a cutesy commercial appeal to consumers. Brands need to speak to consumers on a more personal level and socialize via social media platforms. Additionally, brands need to digitize advertisements to make the stores more appealing to consumers, which many brands like Burberry and Kate Spade are beginning to do. It is all about appearing authentic (mentioned in every seminar) and telling a great story (also mentioned in every seminar). Consumers are hyper-aware of phoniness and can see right through a false advertisement. Consumers are smart and want to be treated as such.

At the end of the day, let’s face it, whether you are a Digital Diva or you still enjoy the print New York Times, this is a digital world, and women are becoming digital girls.

Culture/Cannes Lions:

Cannes is like no other place in the world. Days do not start until 11 a.m. and they do not end until 6 a.m. (Granted, the sun does not set until 9:17 p.m.) Cannes is as if Hollywood and Las Vegas gave birth to an innovative Brazilian baby with incredible taste in food, fashion and wine. Unfortunately for the many students who come to the Cannes Lions Festival, we start off our journey into our careers with the expectations that if you are successful, you will live the Cannes Lions’ dream of Rose, Google Sandbox and parties with CEOs and CMOs who are willing to add you on LinkedIn.

The best advice I have received while on this trip is, “This is not real life. This does not happen anywhere else,” and honestly, it is a shame it does not.

This has been one of the best experiences in my college career. I feel more cultured, more knowledgeable, more fashionable and more put together than I have ever felt in my entire life. As the youngest member on the Syracuse University trip, I feel that I have matured. I have engaged in some meaningful conversations, networked and created some great contacts and listened to the wise words of professionals who truly know the meaning of success in his/her industry. I really pushed myself to go beyond my realm of comfort and introduce myself to people to get my name, my personal brand, out there. This experience has really created personal growth for me: mentally, my knowledge of the fashion industry incorporated with the digital and social world and physically (my hair grew a little).

This experience has truly been eye-opening and I am so honored and blessed to have been able to participate in the Cannes Lions Festival.

Hopefully, I will continue to get wifi at my other hotels in France, and I will post more on my French adventures.

Continue to follow me on Twitter: @mona_lisap

June 21st: Changing the industry, one bold move at a time

The Game Changer’s Exhibition:

“Let us prove to the world that good taste, good art, and good writing can be good selling.”

The above quote is the focus of the Game Changers Exhibit. The exhibit focuses on the ‘Game Changers’ of the advertising industry, those individuals who took a risk and succeeded to change industry rules.

On November 9^th, 1960 JFK became the youngest American president. For the first time in history, younger individuals had real economic and political power. At this point, “good taste, good art, and good writing,” became not just “good selling,” but also an inspiration to the next generation to aim for success. This blurred the boundaries that were separating literature, music, art and entertainment from business and other renowned industries.

Advertising started to become bolder. Brands like Wonderbra became courageous. In 1994, Wonderbra began posting advertisements with Czech model, Eva Herzigova, in her bra and underwear not only in women’s magazines, but also as a poster campaign. It became one of the most eye-catching campaigns for decades, and it doubled Wonderbra’s sales.

 The lines between the rich and middle class, black and white, young and old began to blur with advertisements like Coca Cola’s. “A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking,” Andy Warhol once said.

In 1971, Coca Cola turned to ‘flower-power’ to bring people together in “perfect harmony.” Its soundtrack, “I would like to buy the world a coke,” made national charts within two weeks of the commercial airing, and half the royalties from the song went to UNICEF.

Levi Strauss & Co. did something similar with their boxers. Their commercial portrayed the beautiful, Nick Kamen wearing the boxers at a laundromat to the song “I heard it through the Grapevine.” The song was later re-released on the back of the commercial with a Levi’s logo on the sleeve.

Steve Job’s was right when he said, “Here’s to the crazy ones. The ones who see things differently.” Those are the “Game Changers.’ Those are the innovative thinkers and doers who are not afraid to put everything on the line and think outside the box. It is because of these brilliant minds that the world is where it is today with innovation and creativity. What seemed like an innocent idea years ago still inspires the best minds of today.

Burberry: Reimagining advertising:

What is the value of creative experimentation? Well, with creativity comes innovation and innovation can lead to success, so experimenting and learning from mistakes actually has a high value in this industry.

Christopher Bailey, Chief Marketing Director at Burberry really tries to go beyond the ideals of fashion. Burberry, which was established in 1856, merges the physical with the digital. The company hires people with “big, open minds,” Bailey said. He wants people who have similar values and are curious and willing to experiment and play. He looks for dreamers, who can not only create, but also inspire. After all, Burberry is not just another fashion label.

            The 157-year-old company strives to go above and beyond. They incorporate music, film, print, furniture and design into the brand, creating an atmosphere like a family. “We play. We dream,” Bailey said.

            Though Burberry is known for their clothing line, Bailey said that music is part of Burberry’s DNA. It gives such a sense of emotion, which allows people to create art. This is why Burberry launched Burberry Acoustic, which helps artists get their name out in the music industry. Another way Burberry has gotten involved with their consumers is through Burberry’s the Art of the Trench. This is linked to the Burberry website and acts as a social media site where people can post pictures of themselves from anywhere in the world in their trench coats. They can then share their coat’s personal histories, whether it was a gift, or if it was someone’s grandma’s coat from WWII. Burberry creates these creative online options to engage with consumers and engage with the world.

            Bailey reiterated what every seminar has said, “It’s all about telling a good story.” It is about touching people emotionally and always remaining authentic to who you and your brand are. Burberry does this by weaving stories into the music, the models, the setting and the theme of each fashion show. They enjoy playing with digital elements and holograms to create a more aesthetically pleasing atmosphere. While people expect a fashion brad to act like a fashion brand, people remember things when the boundaries are pushed. That’s why Burberry fashion shows are so elaborate and innovative.

            As Burberry continues to grow with innovative ideas and goes digital, the brand has collaborated with Google to create the first augmented reality kiss, Burberry Kisses. This can be found by typing the URL into the Google Chrome browser. You can send a digital kiss with your actual kiss mark in shades of Burberry lipstick to a friend, a family member or a lover anywhere in the world. You then experience’s the kiss’ journey to the person you send it to. It is so innovative, and you actually feel the digital love.

            So, this year, while I am spending my birthday in France, send me a digital Burberry Kiss, so I too can feel loved on my special day.

Continue to follow me on Twitter: @mona_lisap

June 20th: Forecasting fashion trends and keeping a consistent voice

WGSN: Readying Your Brand for the New Consumer (forum)

The forecast for today is 79 with a slight chance of engagement strategies and Emerald pleated pants. It may be overcast, as the virtual world front mixes with a real world front, but I am optimistic that we can aesthetically please everyone.

Though this is not quite the job of WGSN, the trend forecasting agency is the leading trend forecaster for the fashion and style industry. WGSN has narrowed forecasting new styles down to a science and how to engage the three different consumer tribes.

Take a look at the three tribes and see which one you are. It is very possible to have overlap between two, but many people identify more strongly with one over the other.

Do you:

•        Question data?
•        Look for statistics and facts to provide authenticity in a brand?
•        Feel the need to distinguish between advertising (paid material) and opinions?
•        Question if your favorite blogger is being paid to promote a brand or if s/he truly enjoys the product?
•        Are you hyper-aware of phoniness?

Are you:

•        A self-tracker?
•        Goal-oriented?
•        Civic minded?
•       Knowledge hungry?
•       Technologically aware?
•        A health junkie?

If you answered YES to the majority of these questions, you are a Data Believer.

Your visual aesthetic is:

·      Extended exposure

·      Moving between a real and virtual world

·      Graphic art that is linear, well thought out and dark colors with pops of colors

How do you market to a Data Believer?

·      Use super efficient communication and information that is tailored to technological people.

·      Ask yourself how do you use technology to create a personalized message?

Examples:

·      Stop and Shop’s scan it yourself service provides tailored 10% off coupons to customers who use the product.

·      Quick Silver South Africa gives personalized discounts based on how high a person’s Klout score is and his/her interactivity with the brand

·      The Top Shop sent pre-recorded personalized messages from spokesperson, Kate Bosworth, which greeted everyone by their first names during the holiday season

OR

Do you:

•        Seek greater meaning in your life?
•        Combine various types of religions and cultures?
•        Enjoy being detached every now and then (JOMO- Joy Of Missing Out)?
•        Enjoy relaxing and being one with nature?

Are you:

•        Mindful?
•       One to take time to relax?
•        One to ask, “how do I improve my life?”
•       A dreamer?
•       An escapist?
•     A cultural enthusiast?

If you answered YES to the majority of these questions, you are a Fable Seeker.

Your visual aesthetic is:

·      Dark pallets (they allow you to escape from the ‘here and now” into a fantasy world)

·      (OR) Soft pastels that signify warmth and serenity—i.e. scenes of the beach, nature and stillness that allow feelings of reflection, calmness and contemplation

How do you market to a Fable Seeker?

·      Show them what your gift will do for them.

·      Tell them the history, heritage or origin of your product or company.

Examples:

·      Westward Leaning tells the story of the providence where the product was created and the materials that are used.

·      Burberry Kisses allows users to send a virtual kiss through the Internet. This gives the consumer the feeling of a globalized community.

OR 

Do you:

• Do DIY projects?
• Make your own products?
• Create items if the product you want isn’t available or produced?

Are you:

• An entrepreneur?
•  A tech enthusiast?
• Hands on?
• A self-starter?

If you answered YES to the majority of these questions, you are a New Age Artisan.

Your visual aesthetic is:

·      Nude colors with concrete grays and dark undertones. You enjoy the look of abandoned warehouses and metal.

·      (OR) A multicolor palette with nude. You enjoy the look of peeled away paint and exposed brick. You find the look of an unfinished building to be fascinating.

How do you market to a New Age Artisan?

·      Use crowdsourcing

·      User interactivity

·      Build a relationship with technology, as these consumers value companies who value technology.

Examples:

·      Kate Spade uses the augmented reality-shopping window (reference June 15^th blog post for more information).

·      OMO, a laundry brand, used crowdsourcing to ask moms what messages they want to give their children. The company printed a shirt that said, “Bravery isn’t learned in front of the Telly.”

This was one of my favorite events so far. As a person who aspires to pursue a career in fashion PR, I need to know these marketing strategies and the constantly changing trends in fashion, style and media.

Golin Harris (GH): Finding Your Brand’s Voice & Unruly Media: The Golden Rule of Advertising (workshops)

After a really unsuccessful workshop, it was really great to feel fully engaged in these two workshops.

GH discussed the importance of giving your brand a voice, but more importantly, staying consistent with that voice. Companies like McDonald’s and Dove are consistent with their advertisements and strategies. While McDonald’s portrays the company as lighthearted and gives a simple and easy tone of enjoyment of their product, Dove never mentions their products in their advertising. Their consistency relies on the company’s interest to give women a healthy dose of self-esteem and promote internal beauty.

While these two brands do well with consistency, many brands do not have a consistent voice, or make slips to create confusion, like Swiffer’s Rosie the Riveter ad. It is not always easy to stay consistent, but that is why it is important to follow these simple five rules:

·      Know thyself: Know what the brand believes in.

·      Get specific

·      Own your differentiators

·      Consistency counts

·      Turn on your bullshit detector

Unruly Media shared videos as well, only the videos Unruly showed went viral. The sharability is based on psychology and social motivation. In the workshop, the class was asked to rank some of our feelings after watching a viral video to understand why these psychological feelings and emotions were helpful to making the video go viral. The class learned that when something gets shared and gets more hits early on, it makes it appear better and more successful. This, in turn, makes people more interested in watching the video and sharing it with friends.

Unfortunately for those videos that are not successful within the first few days their ability of going viral and being influential is very unlikely. This is because one fourth of a video’s total shares happen in the first three days it is released, usually with the biggest spike on day two.

Some videos make history, while others do not.

·      Chipotle: Back to the Start

o   6^th most shared video with 7,388,977 (as of June 20^th at 10 p.m. in France)

·      TNT: Your Daily Dose of Drama

o   2^nd most shared video ever 45,804,290 (as of June 20^th at 10 p.m. in France)

I also attended the Director’s Showcase Workshop and the Cirque Du Soleil seminars.

Follow the hashtag #NewhouseIDSM for more information on the Cannes Lions Festival from Syracuse University students.

Follow me on Twitter: @mona_lisap

June 19th: Authenticity in a Consumer Driven World

MoFilm: Is the advertising industry, as we know it destined for the same history pages as the Encyclopedia?

Giving an audience a voice in consumerism is essential. If a brand wants to be successful, they must listen to the consumers’ perspectives and feedback. This is a basic idea compared to giving away some power to the audience. “You have to let go a little bit to be successful,” Jimmy Wales, founder of Wikipedia said.

Now, the latest trend in building a brand is crowdsourcing. It is allowing the audience to participate not only as a spectator and consumer, but also as a participant/creator. Wikipedia allows smart and knowledgeable people to edit topics on the Wikipedia page. A smart individual could be a 10-year-old boy, obsessed with Pokemon to a college professor with a doctorate in marine biology. The website is in all languages and is customized locally. The power of the Internet page is put into the hands of the people. This gives them the feeling of being needed and important by being able to contribute.

Similarly, Paul T. Edwards, executive director and global manger of General Motors, wanted “to wake up the film community around the world,” which is why they launched a competition to create a Chevy Superbowl commercial. The winner, Happy Grad, was created by a film student. GM really understands the consumers they target and really digs into finding out other valuable research data. GM learned that the most watched awards show is the Academy Awards, so they are creating a contest for international filmmakers to create a Chevrolet film to connect viewers.

Time Warner Inc. Presents: What connects in Comedy

In a seminar with Anderson Cooper and Conan O’Brien, everyone was expecting humor and sarcasm. The jokes were hilarious and the sarcastic tone accentuated the witty jokes. What was probably the more surprising element was that the seminar was not only hilarious, but also very informative.

Conan who came from old traditional media was quick to point out that making jokes is not enough in this business. The jokes have to genuinely funny because no amount of media team members can make un-funny material funny.

Conan then presented his strategic uses of social media: Occupy Conan and Ron Burgandy. In Occupy Conan, fans sent content to Conan and recreated a show. The fans got creative making Conan out of clay, drawings, and dressing up like him. The show was a success and received positive feedback from his audience. This interaction with his fans really gets them involved. This authenticity allows fans to believe that Conan is coming from a good place, which is essential to authenticity. He recommends this sort of interaction for all brands, not just for comedy talk shows.

For the promotion of Anchor Man 2, Conan tweeted out Ron’s appearance on his show just a few hours before the show to gain some impressions on social media and get more people to tune in. Additionally, TBS really advertised the event, and Conan’s show gained a lot of viewers that night.

Conan cracked a lot of jokes, but when it came time to be professional, he was in depth with his experiences with social media. Conan knows that not everything is meant to go on air, and it is perfectly fine to turn down advertising gigs if they feel force, unnatural and/or boring. He thinks like a businessman and is very strategic when it comes to social media and other means of communication.

It is always important to remember where your heart lies and what the power of passion, humor and advertising can create.

Translation: Culture as a Creative Catalyst

I was excited to hear P. Diddy speak, but I was a little surprised when his talk became just a plug for more things he is doing with his life. It was more of an advertisement for himself than discussing the future of creativity in fashion, music and television.

Though he talked a lot about the importance of authenticity, I felt that P. Diddy was probably one of the least authentic people at the conference. His arrogant air bothered me. I understand that he is a huge celebrity who owns a label, promotes alcohol, has a fashion line, and raps. However, modesty NEVER goes out of style. Diddy spoke directly to the audience, as if he was putting on a show instead of communicating with the moderator and glancing out at the audience.

I think for someone who really prides himself on being authentic, honest and nice, he really seemed ‘fake.’ His intention seemed to be on entertaining and bragging rather than educating and informing. I do not believe he really knows about the creative industry, regardless with his success in so many various areas. For this reason, I think he was left to talk about himself, which lost my attention when he included ‘Asia” in a list of countries.

Networking:

I met a lot of interesting people today at the Ipso Woman’s Lounge in the penthouse suite of the Martinez Hotel. Not only did the hair stylist give me waves in my hair, she hooked me up with contacts and business cards. It was a beautiful, relaxed environment in which I really enjoyed myself.

Not only is it important to attend seminars here, but also it is really important to talk to people and get to know them. Everyone is interested in helping each other and making another contact, regardless of whether they are the CEO of a company or an associate for a firm. Everyone is in the same boat: ready to learn and ready to connect.

Follow the hashtag #NewhouseIDSM for more on the #CannesLions Festival!

Follow me on Twitter: @mona_lisap

June 18th: Storytelling and Creativity Will Make All the Difference

When attending so many seminars, screenings, workshops, and master classes, it starts to become easy to recognize a trend in the type of events you naturally gravitate to and attend. Today, my seminars seemed to tell a story, or at least inform audiences of the importance of telling a good story.

McGarrybower: Iconic Storytelling

     This seminar invited audiences into understanding what happens when you cross “Once upon a time” with “A picture is worth a thousand words.” It was a collaboration of celebrities in popular culture and Disney’s iconic culture. Headed by Annie Leibovitz, Disney and Mcgarrybower, the team created a cultural phenomenon.

     Annie Leibovitz, known for her incredible celebrity photography, usually snaps still images to capture one moment. However, this project needed to do more than just an average static photo; it needed to tell a story.

     In order to create the story, Leibovitz had her actors tell a story and play a role, instead of just posing. It was essential to pick someone who not only looks like the iconic Disney character, but also identifies with that Disney persona.

     After hair, makeup, costume and set are in place it is so important to establish a setting and scene that really tells the story without any animation or drawing. In Cinderella, this is when she loses her slipper. In Peter Pan, this is when Peter meets Wendy. Establishing movement and a story in a photograph is not easy, especially when dealing with such icons, but Annie Leibovitz managed to engage her audience and create a magnificent story collection.

I have always been told that I look like Scarlett Johansson, though I do not always see the resemblance, maybe this Disney ‘who wore it better’ can show some similarities (although Scarlett is wearing a Harry Winston tiara and Manolo Blahnik, so she definitely wins here).

Sapientnitro: Stories are More Than A Narrative. And Fashion is More Than Design

     Once again, the audience is informed of the importance of creating and telling a great story. “Ads aren’t about selling products, they are about creating strong provocative relationships,” Gaston Legorburu, Worldwide Chief Creative Officer of Sapientnitro, said. “You can create ads or you can create worlds.”

He emphasized the importance of shared values and shared experiences. The combination of those two ideas creates an overwhelmingly successful story.

                  Though Legoburu made some interesting points, he was immediately ignored, and at one point screamed at by the audience, for interrupting the glamorous Vivienne Westwood. When she walked out on stage, her presence demanded the room’s attention. Her every word sounded genuine, powerful, thoughtful and very humane.

     Westwood began sharing her experiences from the 70’s where she ultimately changed the face of British fashion with a punk rock trend. It became a time of rebellion for the youth, who wore plaid, ripped shirts, spiky hair and safety pins, protesting a cause they believed was worth fighting for. “I began to care about suffering in the world. I thought the world was so mismatched and mismanaged, so I became an activist through fashion—an urban look,” Westwood recalled.

     Westwood’s Pirates’ collection really caught the attention of the public and is what made her realize she was a fashion designer. Westwood explained that her clothes are not just articles of cloth and fabric; rather, each article has a story. When the clothing is sold, it becomes a part of someone else’s life and given another story. She is not in the business of selling clothes. Westwood sells stories.

     Legorburu pointed out that Westwood’s clothes are often called “heroic,” but Westwood just shrugged that off. She believes her clothes are personal and expressive, but of course, she graciously accepted the compliment. One of her best compliments comes from Paloma Picasso who once told Westwood, that her fashion and work made her realize her true potential. It gave Paloma all the facets of herself, allowing free expression.

     Westwood never had the intention of creating such a name, image or brand for herself. She just wanted to make a difference and help create culture. How does she define culture? “Human evolution, pursuit of our perfection by means of knowing everything.” She believes that “Get a life,” means, not only knowing where your place is in the world, but in this whole story.

     Vivienne Westwood received a standing ovation that lasted so long; it went over the seminar time limit. It was truly an amazing and engaging experience getting to see such a wonderful fashion icon speak live and tell her story.

360i (workshop): Data Driven Creativity

            I really did not care for this workshop. Initially, it seemed like an interesting topic that really sparked my interest. The workshop focuses on data driven by creativity, as well as, creativity as data. We (the workshop class) were given two examples to help us focus our work before we split up into groups: Oscar Meyer’s Bacon Barter and Ben and Jerry’s Crowdsourcing (coming soon to a city near you). Both campaigns were so innovative, as 360i really researched and understood the client, but more than anything, 360i understood consumers and targeted them so efficiently in unique ways.

            After seeing the campaigns, I was excited to split into groups to create our own unique campaign. Each group was given a country with a football (soccer) issue. Our challenge was to create a solution and tell the story to create the solution.

            My group consisted of Syracuse University students and four other people from North America. It was not long before ideas got lost, miscommunication and a sudden tyrannical rule from one woman from Mexico. The idea was presented and finished with applause. However, the idea was boring and conventional. It was a typical ‘rags to riches’ story, with no solution and no creativity.

            There were two problems with the group: no group dynamic (Syracuse students worked well together, but we were all put off by the tyrant, though it was interesting to watch her get so excited over a terrible idea) and there was little to no creativity.

Many people began to think like managers, rather than creators. I chimed in a few times trying to get the tyrant back on track, as did others, but she seemed to like her idea too much to change it.

            After the session, Ben and I talked out other options and different targeting strategies that would have been a better campaign. Had it been a smaller group, I think the workshop would have been a lot better, but it is really hard to create a campaign and listen to 15 people’s ideas in 20 minutes.

Overall, it was another nice, long day in Cannes. I ended my day once again at Google Beach, followed by the award show. Later tonight is also the Young Lions party, which is another fun benefit of coming to the Cannes Lions Festival as a student. As another day comes to a close, I am excited to see what is in store for tomorrow!

Follow the hashtag: #NewhouseIDSM

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and the ones I did not include in tonight's post: @Mona_lisap