CULTURE 52
WAYS OF WORKING
The D&AD festival 2018 was held at the Old Truman Brewery in London and it was the second time I had attended the festival. The festival is a global event for the creative industries and is primarily is a conference event by people from the industry sharing ideas, experiences, ideologies, debates and discussions. During the festival each day I reflected on talks I attended. These are a few of my highlights, summaries and what I took from each talk.
Oh Shi*! I’m in charge! – Patrick Collister, Creative Matters Ltd
CULTURE
On this map colour in the countries you have explored this year
All In at D&AD by Hugh Van Der Lande
The first lecture I attended to kick off the 2018 festival was a fantastic lecture by Creative Director, Patrick Collister. He discussed how to define creativity, and how we need to take people on a journey and how we need to establish where we are taking people and why. He explained how when answering a brief, we are given the data, and it is part of our process as creatives to then inform the data we are given, to find insights and connect the dots to make the most powerful and memorable outcome we can. Take away liner: You only have two gifts to give, love and time… so spend your time doing what you want to do and don’t let anything get in your way… the only limit is your imagination.
How to be more persuasive – Kit Altin, The Gate London The second talk of the festival I attended was by Kit Altin. This was a fascinating talk about how advertisements connect with people. Altin explained that there are 3 methods used… Ethos, Pathos and Logos. The Ethos method is all about credibility and trustworthiness, aka facts. Pathos is all about effecting emotions, which can either be positively or negatively affected, aka relevance. And finally, Logos, which is the method that relies on logicality, so logic. Now that I have been told about ‘The magic trio of persuasion’ and how they are used, it will be really useful to use in my own projects going forward. By identifying how which method(s) can relate to a brief, to use in the design creating, and to tailor presentations and pitches to clients around the trio to help sell the idea.
WAYS OF WORKING
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