On the 25th of October, team BEAN had the pleasure of attending the Digital Agency Showcase the Red and Yellow Creative School of Business so graciously hosted.
Upon arrival we were directed inside by friendly staff and lead toward the entrance hall. As I walked toward the auditorium, the smell of coffee and croissants drifted past me. As a borderline caffeine addict, I couldn’t help but grab a cup of coffee before heading up to the rooftop to meet my colleagues.
After a few moments of excited chatter, we were informed that the showcase was about to start. Eagerly the cluster of attendees that had gathered to enjoy the view made their way inside. To our delight, we managed to get fair seats, not too far from the action.
The stream of people flowing through the doorway started settling into their seats. Looking around I could tell that the audience consisted of students and digital marketers alike, all ready and waiting with anticipation.
The chairman of Red And Yellow, Rob Stoke, took to the stage, welcoming his guests as well as his guest speakers. He went on to tell us about the worthy cause the event would be supporting. Bursaries.
After a humorous opening speech, the spokesman introduced his first speaker, Even Milton.
Even Milton of Ogilvy stepped in front of the mic and gave a heartfelt talk on how your work should have meaning.
“Social is not an afterthought. Social is the new mass advertising.”
He went on to tell us that as marketers, we have the social responsibility to do positive things with the voice and platform that we have… and I couldn’t agree more.
He told us about a campaign that Ogilvy worked on in collaboration with Carling Black Label. Take a look >>>
I took away a very important message from this talk: If we have to ability to make a change and take a stand for good, then that’s exactly what we should be doing.
The next guest speaker was introduced as an Alumni of Red And Yellow. A troublemaker from back in the day turned art director for Hello Computer: Mark Tomlinson
Mark spoke about the need to be versatile in an ever changing digital world. Working in the advertising and marketing industry means we’ll need to expect and embrace constant change.
As a person that loves to live in their comfort zone, this scared me to my core, but he comforted us with some advice.
“Make things you love, and others will too.”
Simple, yet profound.
He went on to show us a video that he was involved with in collaboration with The Cancer Association of South Africa to create awareness about testicular cancer. It’s something that people don’t like to talk about, so they wanted to get the conversation started. Take a look >>>
He left us with a thought:
“More human, more like you”
Encouraging us to create things that people can relate to.
The next speaker was from BDDO.
“In 2018, in the need to be disruptive is exponentially more.”
He spoke about the need to catch people’s attention in an age when it’s very difficult to do so. He went on to tell us to do less, better. Putting all our energy into one or two things is better than putting a little bit of energy into a dozen things.
His entire presentation was on an instagram story. This innovative thinking definitely shook things up a little. Referring to platforms we use he said:
“We don’t care about the latest, we care about the rightest” – and here’s why >>>
In a country where very few people have access to smartphones, they managed to create a campaign that reached 90% of people over the drinking age.
After the first three speakers, we were ready for a break. Heading up to the rooftop once again, we grabbed a gin & tonic to cool down from the sweltering heat. After an hour of chatting and lunch we made our way back to the air conditioned auditorium to hear from the rest of the speakers.
VML South Africa
There were a few speakers from VML South Africa, the first of which spoke about the fact that advertisers are the guardians of pop culture. Saying that we don’t just sell sh*t, we shape culture.
Because of the influence that media has over the consumer, we need to make sure that the brands we are working for are putting out a positive message.
“We’re well into the age of the conscious consumer” – people care about what brands are doing behind the scenes. Are they using their profits for good? Are they leaving a mark on the environment?
They showed us a video of a campaign they worked on in collaboration with Nedbank >>>
This showed us that you can create advertising campaigns that truly mean something and can make a positive impact on people’s lives.
We then heard from another VML speaker, who just so happens to deal with Nando’s. Of course, she was hilarious and just as cheeky as the Nando’s twitter account. She spoke about the need for your brand to be the voice of the people. Using the language and lingo that they use, to be relatable and lovable.
M&C Saatchi Abel
Jason Harrison stepped up to the mic to represent M&C Saatchi Abel. He spoke about the need for brutally simple solutions in an increasingly complex world.
He emphasized the need for building brands that move at the speed of culture. This means that they need to be constantly changing and adapting.
Jason showed us a project that his company had been working on in collaboration with an Australian networking company – Optus. >>>
M&C Saatchi saw a problem in Australia that needed a better solution and used the brand Optus to fix it. Staying current in an ever changing digital age is essential to the brands of today.
Lastly Matt Ross of King James took to the stage to talk about creating social change. He spoke about a project that he worked on in collaboration with Sanlam – The One Rand Man.
Take a look >>>
By creating this advertising campaign for Sanlam, he was not only benefiting his client but creating social change and encouraging people to save.
After we had heard from all the speakers, the spokesman for Red And Yellow took to the stage once again encouraging us to head up to the rooftop for drinks to miss the afternoon traffic. This opened up an opportunity for networking and relaxing alike.
All in all it was an inspiring event, definitely worth checking out next year if you get the opportunity. And don’t forget, it’s for a good cause.