We all come to Cannes Lions to be inspired.Today it is the last day and this is when I found the kind of magical inspiration that made me come back in the first place.This happend during the Google semminar from which i just got out and I just felt ike writing about it.
Google had once again an amazing ideea!They asked themselves if the most iconic advertising campaigns could be re-imagined for a modern audience.By gathering four advertising legends ,Amil Gargano (Volvo's "Drive It Like You Hate It"),Paula Green (Avis "We Try Harder"),Howie Cohen and Bob Pasqualina (Alka Seltzer "I Can't Believe I Ate the Whole Thing")for working with the latest technology in order to bring their most famous ideeas online ,Google proved that their question had a positive and fabulous answer!
It was inspiring to hear this amazing people talk about the reason why they accepted to participate in this project;CURIOSITY!I never thought that a retired person,which worked hard all their lives in an industry full of creativity and curiosity would still have that need of challanging theirselves in order to solve one more creative mistery.
They proved that creativity gives us an everlasting open mind.By training their creative muscles ,they riched the age in which people usually stick to what they know ,become depressed or simply want to relax after a successfull career ,with such an open minded attitude wich you hardly ever see and desperately want to have when you will rich their age.
If this people for wich digital technology sounded like science fiction, could still overcome their limits and create once again magic through advertising ,then I think that we should try our hardest not to lose our creativity to algorithms!Keeping our mind open is the way to understanding and learning everything we want, it gives us an easy way through any of our lives' challanges and gives us a sense that "everything is possible if you just believe" all you need is to hold on thight to your imagination.
The semminar ended with a piece of advice from each of them for the advertisers wich are just starting their career.Paula Green ended with something which i found so honest,full of sense and inspirational: "First learn about life,then bring it to advertising and make it humane!"
Mara Cristina
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