Jayson Atienza’s Post

Stress is horrific and dangerous. It can cause an adverse effect on your health, your wellbeing and your relationships. But not all stress is equal. Because when it’s born from a desire to satisfy your own or shared vision - rather than succumbing to the pressure and isolation of others - it can, as Si points out below, be a sign of giving a f*ck. It may not be cool to talk about ‘graft’ these days (which is very different to the dangers of ‘hustle culture’) but it’s still the foundation of standing any chance to make, do or create something special. We don’t talk about that enough. Not because I ever want to advocate for stress, but because I do want to celebrate craft, creativity and care. Or should I say, I want the people who act/claim they have all the answers to respect and acknowledge it … given they’ve never made any actual work and haven’t got the faintest idea what it takes or costs to make something proper good. Commercially, creatively, emotionally or artistically. So well done to everyone who put their work out there to be judged and criticised, regardless of the result. Few do. Few would. Because even though it’s business, it’s always - absolutely always - personal.

Captiv8 is thrilled to announce that we've been nominated for EIGHT Cannes Lions awards! 🏆 That's right! And we want YOU to join us on an unforgettable experience at the heart of the Croisette. Here's what we have in store for you: ⭐ Refresh & Recharge Suite: Located at the renowned Carlton Hotel, our suite offers cocktails and bites all day long, providing the perfect space to relax and network. ⭐ Daily ‘Ask Me Anything’ Conversations: Engage with top creators like Adam Waheed, Ally Love, and Jalen Noble. Get firsthand insights and inspiration from these industry leaders. ⭐ Custom VIP Experiences: Connect with iconic thought leaders driving the creator economy forward through exclusive, tailored experiences. Network, learn, and grow with the best in the business. ⭐ Dive into Hot Topics: Explore key discussions on Social Commerce, Connecting to Cultural Moments, the future of Measurement, Brand Safety, and more. ⭐ Get Ready With Me: Indulge in complimentary 30-minute makeup and hair styling sessions that'll have you feeling your absolute best for Cannes. Let us pamper you and ensure you're radiating confidence and glamour for the festivities! Don't miss this exclusive opportunity to elevate your Cannes Lions experience with Captiv8. Spaces are filling up fast, so RSVP today by emailing us at [email protected]. We can't wait to see you there! Click here for more details: https://hubs.la/Q02zn6_z0 #Captiv8Cannes #CannesLions2024 #Creators #Culture #Relevance #MarketingInnovation #InfluencerMarketing #SocialStrategy

Top Tips for #Cannes? Look no further. Our CSO Mel Arrow gives MoreAboutAdvertising the run down of what campaigns she believes will bag some Lions in just a few weeks time. "No article about Cannes 2024 would be complete without saying the word ‘humour’ as quickly as possible, and it only took me thirteen words, so arguably, I should win something for that. With the introduction of a new humour category, the world’s most prestigious advertising awards appear to be encouraging the industry out of its purpose-filled era (and boy has it been a long one…) and into a lighter chapter. Our chortle era, if you will. With that said, however, it’s probably quite telling that only one of my picks is funny. There’s been a lot of humour talk, and not a lot of funny trousers. The others do, at least, still shun purpose. They’re bold, single-minded, iconic and unapologetically branded. C’est simple. In fact, it’s so simple, I feel almost exactly the same way about them all.." Read the full article here: https://lnkd.in/e_jtriS9 #TruthWellTold #McCanners McCann Worldgroup Cannes Lions International Festival of Creativity

I love when the driest briefs inspire the most creative work. I love thinking of the McCann team on the receiving end of an ask for a railway safety PSA in Melbourne and what those initial conversations were like. It was an era of viral videos. Gangnam Style, Call Me Maybe, Feist and that Gotye song -- a culture primed to gather attention around just one thing, even for just one news cycle, if it was weird enough, sing-songy enough, absurd enough. The campaign video was posted to YouTube in November 2012 and within two weeks, it had generated at least 50MM of global media value in addition for a fraction of the cost of one TVC. Some critics said it trivializing serious injuries, others said it simply played into the hands of the social media craptrap. In short, it got talked about. A lot. The work won five Grand Prix awards, 18 Gold Lions, three Silver Lions, and two Bronze Lions. It picked up a ton of silverware and went on to inspire plushies, a media company -- in 2021, PlaySide Studios acquired the Dumb Ways to Die franchise for 2.25MM from Metro. I’m adding this to the conversation because great creativity is timeless and borderless and it often comes from the most boring briefs. It transcends one awards season. It is #BetterThanCannes Join me Noelle Weaver Julia Makhalova-Chi in celebrating the brave, boundary-breaking work that has changed how we think about the world and has endured over time. What earworms or so-called viral videos stay lodged in your brain? Matthew Cannington Amanda Kleinberg Carl Sorvino and friends who were toiling away on Heinz and Axe with me at that time, I bet you've got #BetterThanCannes https://lnkd.in/eWyDsje6

H+D adschool Some great insight from Nick Robinson, one of the clients behind Guinness Swim Black. ‘Surround yourself with the best people you can afford.’ We paid for quality which made the ad and film truly special. ‘Trust your agency.’ When we travelled to Italy to shoot the ad @amvbbdo still hadn’t cast the lead. The creative team had a vision and found him on a beach in Italy only days before. We demonstrated trust in our agency and got some fantastic results. ‘Trust your gut.’ Guinness wanted to appeal to younger drinkers and research would have said, have a younger person in the ad that they can relate to. We cast an older, 70-year old in the main role. He was so inspirational that the ad appealed strongly to our target audience. It taught me what is appealing and aspirational to your customers. ‘Practice makes perfect.’ If you are starting out as a marketer, the only way to learn about working with agencies and creating the best campaigns is through practice. You have to expose teams to this process as much as possible. Send brand managers who are starting out to shoots so they have a full appreciation of the process - it’s not enough to just have the senior members of the team there. #guinnessswimblack @guinness #guinness #clientsmakegreatwork #clients #clientschool #adschool #advertising #branding #trust #trustyouragency #jonathanglazer #waltercampbell #tomcarty @ychalkley #yvonnechalkley #ricklawley @ivanobird #ivanbird #goat @academyfilms #quoteoftheday #quotestoliveby #hugoanddean @hugoanddean

The South of France (space)suited me—wouldn't you agree? I hope you enjoyed the souvenirs for me AND you, mes amis: ✅ Photos & LinkedIn profiles of all my new network contacts ✅ After-sun lotion ✅ Pain au Chocolat (you can never have too much) ✅ The experiential marketing scoop via Lions wins & activations ✅ An odd accent I cannot shake—I call it Frenglish 😎 Cannes Lions International Festival of Creativity, you were a beauté! —Bisous d'Astro! #AstroAtCannesLions #CannesLions2024 #CannesLions #ExperientialMarketing #BrandMarketers

Having let the train take the strain, Stuart Button, our Executive Creative Director, shares his first impressions of Cannes 2024: “Cannes is here again . . . as adland's hopefuls descend on southern #France for some much-needed vitamin D. “The commercialisation of this 70+ year old creative festival continues with more brands showing up than ever before. “Judging by the fringe event talks, AI is still top of the agenda - only this time, it's less: 'We're all doomed!' and more 'we're all going to be rich!'. “As well as AI and D&I, sports is sticking its hand in the air for some much-needed attention (Stagwell's awesome sports beach by Cheerful Twentyfirst is now double the size). “What with the #Euros and #Olympics coming to #France (although you wouldn't know it - it's pretty mute from what I've seen), they’re even parading the old torch thingy down La Croisette tomorrow. “The other topic that's still going strong, is that dirty word 'effectiveness'. The thing that all clients want and creatives struggle to care about. “With stuff like ‘advertising value chain’, ‘digital waste’ and ‘closed-loop attribution’ being thrown around . . . If I didn't know any better, I'd say marketeers were making up stuff just to sell more things. Sneaky little buggers. “Is it any wonder that advertising has only just dropped off the top spot of the UK's LEAST trusted industry for the first time in a decade. “According to Simon Stone, of LoopMe GM International: ‘There is no point in creating the next Guinness Surfer if fragmented viewing habits, skippable ads, and decreasing attention spans prevent it from being seen. Creative remains essential to branding, but only when supercharged with data-driven media placement.' “I mean, I'd love to write the next Guinness Surfer ad - effectiveness be damned! “But then, what's the point in doing what we're doing if absolutely no one cares? And, according to Mark Ritson, no one does. “Hey ho - off to my first event I go.” #cannes2024 #canneslions #events #festivalofcreativity

The possibilities of technology for good are always as plentiful as technology for misuse. This is a very good thing.

🌟 Case Study Spotlight: "Adoptable. By Pedigree" - Harnessing AI for Social Good 🌟 I'm thrilled to share an inspiring campaign that exemplifies the power of technology and AI in driving social responsibility and creating a positive impact. The "Adoptable. By Pedigree" campaign, which won the Grand Prix in the Outdoor Lions category at the Cannes Lions International Festival of Creativity, is a standout case study in using AI beyond commercial purposes to foster positive social change. Personalization: By leveraging AI to personalize the experience, the campaign successfully connected with individuals on an emotional level, significantly increasing the likelihood of action. Real-time Engagement: The use of real-time data ensured the campaign remained relevant and engaging, a crucial factor in maintaining public interest and participation. Visibility and Reach: Digital billboards in high-traffic areas maximized the visibility of the campaign, reaching a broad audience and enhancing awareness. The "Adoptable. By Pedigree" campaign is a remarkable example of how brands can integrate social responsibility into their marketing strategies using advanced technology and AI. It not only addressed a critical social issue but also demonstrated the power of innovative thinking in creating impactful and meaningful campaigns. #SocialResponsibility #AI #Technology #Marketing #Innovation #CannesLions #Pedigree #CaseStudy #ImpactfulCampaigns #AdoptDontShop #ESG