Pablo Alzugaray, advertising superstar, Cannes Lions winner and CEO of Shackleton, provided a Master Class during this year's Young Lions Academy, organized by the team of Cannes Lions in the Dominican Republic.
According to Alzugaray, when it comes to advertising, we are in the business of asking ourselves: Who do we want to think what? A brief should be the answer to this question. Our job in advertising is to influence and inspire, not just make ads. So how do we get people to think of a brand in a specific way? The answer to that would be to have the brand behave in that way. Just as in life, our reputation is the result of what we do, not of what we say we are. In essence, what we do and what we don't do is the biggest kind of statement in the world of communications that we could think of.
Here are 5 take-aways from his unforgettable master class:
1) Communicate with facts.
Do. Experiment. Integrate facts and real people in your advertising efforts.
Case: "Experimento Comparte" for Acción Contra el Hambre (Video in Spanish)
2) Think of the "what" before the "how"
Define what you need people to think and then focus on how to construct and deliver your message.
Case: "Miravete de la Sierra" for Conect (Video in Spanish)
3) Be relevant
We work in an industry in which relevance is key if we do not wish to go unnoticed.
Case: "Un equipaje inesperado" for Spaniar (Video in Spanish)
4) Language is the message
Language - visual, spoken or physical - is universal.
Case: "No te rindas nunca" for FSC Inserta (Video in Spanish)
5) The risk is not to risk
More things may be accomplished if we dare to risk with our ideas.
Case: "iJam" for Shackleton (Video in Spanish)
This post is part of the Road of Cannes Series.
(Photos courtesy of Cannes Lions Dominicana.)