Click here for the full article and video. (In Spanish)
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:
Do. Experiment. Integrate facts and real people in your advertising efforts.
Case: "Experimento Comparte" for Acción Contra el Hambre (Video in Spanish)
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)
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)
Language - visual, spoken or physical - is universal.
Case: "No te rindas nunca" for FSC Inserta (Video in Spanish)
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.)
The race to the 2014 Cannes Lions has officially begun, and it seems like it was only yesterday when Yasser Mármol and I were getting ready for the opportunity of not only attending, but also representing the Dominican Republic in the Young Lions Marketers Competition. Inspired by the experience we were about to live, a series under the name of "Road to Cannes" was published in order to capture the spirit of what could possibly be considered as the most exciting and mind-bloggling event in the life of an advertising or marketing executive.
Twelve months and countless posts later, this girl is back and ready for more. As we approach the big day of the festival, the folks of Cannes Lions in Dominican Republic have already started the quest of finding this year's representatives for four of the Young Lions categories: Marketing, Film, Cyber and Design. In the Young Marketers category, each team of two is asked to produce a brief for a charity or cause and create a product, service or movement based on the topic. The ideas are presented in front of a jury over the course of (and no more than) 5 minutes.
This year's winning duo is Jennifer Terrero and Victoria Feliz, who presented a campaign for the office of the First Lady of the Dominican Republic, under the name of "Programa 360." The proposal included a strategy and plan of action supporting the prevention of domestic violence in all sectors and levels of society.
Up next is a video on what went down that day. Stay tuned for upcoming posts as the winners of the other categories are announced.