Eighth Intercontinental advertising Cup Grand Finale “From: Story Telling To: Story Doing.”
The grand finale of the event of the 8th Intercontinental advertising Cup was the Creative Summit culminating in the World Premiere of the Cup winners and the Award ceremony. The Creative Summit consisted of 3 member of the Cup Jury presenting their own experiences and offering examples of their own work. Johannes Newrkla, Founder & CEO, Bluetango, Austria, Álvaro Rodrigues, DM9Rio’s Creative Partner and Vice President, and Beto Nahmad, Executive Creative director, VCCP Spain, all took to the stage, to share their wisdom.
Álvaro Rodrigues was the first to present and he expressed a need for a “Doing good is good for the business too” mentality. He used Amnesty International’s campaign as an example as the charity used “censored” twitter messages, to raise awareness of censorship and a lack of free speech in censored countries, along with other examples, it created a moving and inspiring ad campaign. His final message was, “Be good. Your creativity will thank you.”
Johannes Newrkla presented next and his presentation was titled, “From: Story Telling To: Story Doing.” He introduced the idea that merely selling a product isn’t enough, it has to have meaning. He stated, “Stories create meaning. Meaning creates value. Simple. Story telling is not enough anymore.” Highlighting that companies need to be doing more with less, but the main point, is that they do more. “New companies are doing more and more with less spending on campaigning.” This sentiment was carried through into Beto Nahmad’s presentation, which was also about going from storytelling to story doing. Explaining that talking about dreams and making them a reality are two different things. He gave many examples of Argentinian ad campaigns doing good, showing that not all companies are interested in in only making money.
The night was wrapped up with the world premiere of the Cup winners and the awards being given to the participants who were present at the Summit. The Finale began with an accordion performance by Slovenian virtuoso, Marko Hatlak. Jure Apih, the organizer of the event, then made a speech about the history of the Cup and elatedly conveyed his pride in the Cup and what it has become. He was followed on stage by Ljubljana’s mayor, Zoran Janković, who expressed his honour at the Cup being in Ljubljana and ended with the statement, “Ljubljana is the most beautiful city in the world.” Michael Conrad, President of 8th CUP Jury, then introduced the World Premiere of the winners. After the awards were presented and the 2014 Grand Cup winner was announced as Heimat Berlin for The Hornbach Hammer, Guido Heffels, the Founder and Creative Director happily accepted the Cup. The Cup closed with another serenade by Marko Hatlak and we were all reminded how true Mayor Zoran Janković words are. Ljubljana is definitely the most beautiful city.
Leeanna Whril, EFnews
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