I’m very happy to have been asked to work in the learning zone, training the Masters of Creativity training, Cannes Lions 2016 for the 2nd year running.
Last year we ran the Masters of Creativity week-long course for the first time and it was a great success. Delegates are invited to take part in an amazing opportunity to hear from some of the best creatives working in the world, in an intimate classroom setting. Last year we ran the Masters of Creativity week-long course for the first time and it was a great success. Delegates are invited to take part in an amazing opportunity to hear from some of the best creatives working in the world, in an intimate classroom setting.
Working alongside the inimitable Keith Reinhard, emeritus chairman DDB Worldwide (and original ‘mad man’) the speaker line-up includes Andrew Keller, Global Creative Director at Facebook and James Hurman, Principal No Longer Available.
The delegates will form teams and pitch against a real brief at the end of the week. The brief has been provided by Swedish Fish – a Mondelez brand, an overview is below:
Brand – SWEDISH FISH
A unique-tasting, red, shaped chewy candy. Founded in Sweden, based on a Norwegian recipe. Popular in the USA and Sweden.
Business task – to launch in China.
Brand task – to win against the convention: our product is a single shape and colour – red fish in markets dominated by variety, colour, noise and excitement.
Target audience – 18-30. Slightly older than average candy buyer target. Ready to make up their own mind and be different.
Media – Open to all suggestions. Broadcast TV cannot be relied on – too expensive. China is a focus market and has a very well-developed digital/ smartphone infrastructure.
Brand proposition – Don’t swim with the tide. Be a fish out of water.
Reason to believe –Swedish Fish is a single, unusual, quirky choice. It shows I am ready to stand out, be different, and be myself – not do what everyone else is doing
Come and join us! Find out more about the programme here.
Claire Bridges, Founder of the UK’s leading creativity training consultancy is one of only 55 people in the world to hold an MSc in creativity, innovation and leadership (MICL) and the only PR professional globally to be involved in the training faculty.