24 March 2017PLEASE WELCOME! SEB DE ROOVER!
We go on introducing jury members and headliners of the festival!
Please welcome! Interview with Seb De Roover, Creative Director at &KOO, Belgium, member of Digital jury, holder of Cannes Lions awards and experience of judging in Cannes.
What ideas appear in your mind when you hear about Belarus?
I know Belarus since I was a kid… the country with the high scores at the EuroSongFestival. J
What is creativity for you and why does creativity win?
Creativity is something you can’t fake. Not by design or execution, not by a well written rational or a great preformed presentation. If it’s not creative, it’s not creative. That’s why creative work always wins… it stands out by itself.
How to develop creativity and what you get inspiration from?
Creativity comes with the ability to focus on the little things in life. Everything that passes by in everyday situations. People’s habits, reactions, traditions, rituals… That’s how I train my creativity: watching other people and ask myself: ‘How can we make them stop for a second?’
I get inspired by time. By taking the time to dig deep into the subject. By bringing it back to its essence, it leads to a universal recognizable, but also a new, fresh shape.
Why do ad festivals exist? What are they for?
Good work needs to be shared. Sometimes during a briefing, I think by myself: ‘Not again: a car commercial, a soda print-ad or a sports app…’ Ad festivals prove that we still haven’t done everything and that there are still a million ways to do things in a more creative way.
What would you like to wish the participants of the festival?
Work hard and keep it simple.
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 firstname.lastname@example.org.