13 March 2017WE CONTINUE THE SERIES OF INTERVIEWS WITH JURY MEMBERS AND SPEAKERS OF THE FESTIVAL!
IX White Square will be held in Minsk less than in 2 months and we go on introducing jury members and headliners of the festival!
Please welcome! Daniele Fiandaca, Co-founder of Creative Social, United Kingdom, member of Marketing jury, holder of numerous industrial awards, including Cannes Lions, Eurobest, New York Festivals and others, in 2014 was voted in the Top 10 of the UK digerati by The Drum.
What ideas appear in your mind when you hear about Belarus?
To be honest Belarus for me is really a blank canvas. I have always wanted to go because of where it lies but was really surprised when I read that only 4,000 British Nationals visit per year. Delighted to make that 4,001.
What is creativity for you and why does creativity win?
This is a question we have been grappling with for quite a while and have been asking our Creative Social members to define Creativity over the last 6 months. This even inspired Graham Fink to develop a whole series, which can be found here. My definition is perhaps less glamorous in that I believe creativity (in advertising) is coming up with ideas that deliver business value. And when focus is on delivering value both to people and brands, this is where creativity wins.
How can you develop creativity and where do you get inspiration from?
Creativity needs time, space and the right environment. It is why I worry for creatives in the advertising industry. Everyone has become too busy. And “I’m busy” is the enemy of creativity. I’m really not sure how to change this but it does need to be changed.
I get my inspiration from people and experiences. One of the bits of advice that was in our Best Piece of Advice book, was “Get out there and meet people” and it is so true.
It’s why Creative Social organizes events every year for a small tribe of 40-50 creative leaders so that they can learn and be inspired by each other.
In terms of experiences, I am very lucky to live in London as there is so much happening in this space. I absolutely love Secret Cinema, which offers incredible immersive cinema experiences.
Why do ad festivals exist? What are they for?
To inspire people with what is possible in our industry and to understand what represents great advertising and creativity. It’s also a time to reflect as well as connect with new people who themselves will help shape your own thinking.
What would you like to wish the participants of IX White Square?
Enjoy the festival. Come say hello. And feel free to share your own definitions of creativity @creativesocial.
Reminding that the call for entries is open on adfest.by. There are 5 contests – creative, branding, digital, marketing, social advertising – that will be evaluated by 5 international jury categories. Deadline – April 7. Detailed information is provided on adfest.by or via email@example.com.