Tugce Aksoy’s Post

Click the article below to explore more about making the most of creative thinking and ideation, and also discover more about Own The Floor, Playmaker Experiential’s dance programme 👇

Do you think the way you celebrate festivals has changed over time? I think for many the answer would be 'Yes'. And even though the way of celebration might have changed over the time, one thing remains constant - "The real fun of festivals is with family" (Asli maza family ke sath hi aata hai) Watch this heartfelt Ad which takes you through life of this family as they celebrate joys of life! Title: "La vida es" (Life is) Agency: Ogilvy, Madrid Ad no. 279 of #ExtraInningsWithAds #advertising #marketing #creative

So, what were the highlights of the panel discussion on Friday? Comments by Emma Brenya, founder of the Brand Conference National branding is a country’s strategy to convey a certain image to other countries. More towards showing off what we’ve got. (Music, movies, tourism, etc.) National Branding doesn’t happen. It’s a holistic approach. Starts with the personal brand. How we view ourselves individually as Ghanaians after independence. What we must note is that when the colonial masters discovered that film, besides its entertainment values, could be used to brainwash and transform society in the direction of the filmmaker, they decided to establish a film-making sector in Ghana. The film became another system, considered to be scientifically appropriate, to influence society. It’s important to sell our identity. Who we truly are. Ghana was the first country in the world to use VHS (video home systems) cassette cameras to shoot feature-length films. Ideally, we should be, by now, the pioneers in this industry globally. Future growth suggestions   Increase in Economic Value: The fact of the world is that people will pay a great price to get entertainment in whatever form they can. If Hollywood were a country, it would have the 12th highest GDP globally. Increase in individual value: The way we perceive ourselves will show in our filmmaking, and people will craft their entire personalities and identities around what they see or watch in the form of clothing, accessories, gaming, social media consumption habits, etc.; and this will always be a huge money maker, particularly now in a rising global middle-class economy. Funding: Filmmaking is a tough business, even in advanced economies. It requires a lot of capital yet comes with significant uncertainty in terms of profitability, even among the best producers. Government funding, once they understand the need to expand this industry, can help. Also, tax incentive for investors to come film in Ghana and establish studios here, this creates the opportunity for young Ghanaian filmmakers, writers, editors, cinematographers, hair and make-up artists, and set designers. Regulators' involvement: The lack of enforcement of copyright and intellectual property laws to protect content from digital theft and ensure the quality of films that go out further compounds the problem. Technical know-how and the youth’s interest in the industry: This would open opportunities for Ghanaians in the creative arts industry to be taught new skills, which will transform into leverage they can use to start their businesses here or rise up in ranks in these film studios. This culture of producing and directing without any professional training in filmmaking would become the uncontrollable culture of not being addressed properly.

🎬 New ad from Accenture Song Check out Allan Gray's latest ad, 'Everything Comes Around,' crafted with Accenture Song. Set in the '40s, it tells a jazz musician's story, highlighting patience and commitment to craft, paralleling long-term investment values, and emphasizing the power of storytelling in finance. https://accntu.re/3Ifx4Qg

Imagine if TV creatives were asked to do the concepts, write the scripts, then do the production, manage any talent, find location, direct, shoot, edit, do the sound, the grade, sort out any usage rights of music etc, all themselves... not even as a creative team, just as one person. Imagine. Nuts how that's what we think social creatives should do (whose content is arguably more important for craft and often garners far better results). What a silly industry this can sometimes be huh?

Recently I spoke with Ad Age about all the news, drama, and big takeaways from Cannes Lions International Festival of Creativity. We all know the weeks after the Festival are the beginning of our New Year. Everyone’s fired up, talking about inspiration, determined to have brave conversations, motivated by being pissed off at not winning a Lion, pouring through copious trend wrap-ups, promising to do work that makes a difference. Then we bring on the ‘big idea’ meetings, the how we win action plans, the hack sessions, the unpack the work workshops. Now, I'm not mad about this. This is a very good thing. We all need this kick in the arse to power us forward BUT... I would stress one big thing as we take our New Year's vigor to the table. Let's save the business before trying to save the world. This year, we saw a healthy body of work awarded Lions that used the power of creativity to transform businesses - AND people's lives, communities, and maybe even the planet. Work where the purpose was real, demonstrated at scale, and delivered tangible outcomes for both business and cause. We finally, hopefully, have gotten over being completely drunk on ‘purpose', and awarding advertisers with Lions simply for paying lip service to causes and social well-being. Let's go make more of this work, please! Happy New Year.

You know Christmas is fast approaching when the eagerly anticipated John Lewis & Partners seasonal advert breaks. A very different approach this year from Saatchi & Saatchi (We Are Saatchi) nothing says Christmas like a Venus Fly Trap 🤷♂️ with a #TraditionsGrow hash tag? V. strange…..! Whatever your view - everyone will spend today discussing the brand and the ad, so therefore another success? #Christmas #Marketing #retailmarketing

This coming week, it is time for the annual Cannes Lions International Festival of Creativity, a five-day festival where the advertising and communications industry gathers to explore trends, network, and celebrate. The world’s top creatives will be there, and Museum for the United Nations - UN Live will join to learn, inspire and push the industry towards greater social responsibility and sustainability. Cannes Lions spotlights and awards creative work that pushes boundaries. As the world polarises and planetary boundaries are pushed, the festival has a growing emphasis on social and environmental responsibility, celebrating the #SDGs and impactful efforts that go beyond eyes and money. However, there is still significant potential within the advertisement industry to drive broader, deeper and more positive change. Through the appeal and extensive reach of popular culture – film, music, gaming, sports, and beyond – Museum for the United Nations - UN Live curates engaging cultural experiences that spark global action. At Cannes Lions, we will host a panel at Hub Culture on our latest global initiative 'Sounds Right' – a new music initiative to mobilise action and fund nature conservation – together with partners from Spotify, AKQA, Sony Music Entertainment and EarthPercent. We will also speak about the need for social responsibility in marketing in the Goals House, be on a panel about the new forces shaping music at Cannes Can: Diversity Collective, and explore the power of sound with L-Acoustics, HANNAH MARSHALL and Krystina Fisher at World Women Foundation. We are looking forward to the week, and to debate sustainable change with some of the most influential people in commercial marketing. As we prepare, we are curious to hear your thoughts on the biggest trends within marketing for social good, and the best marketing initiatives that have used storytelling and emotional appeal to shift norms and support social change and sustainability. Share your thoughts in the comments. 💬 Cathy Runciman, Miriam Plon Sauer, Hanna Grahn, Stan Stalnaker, Ann Rosenberg, Maher Nasser, Boaz Paldi, Julia Goldin, Katja Iversen, Philip Thomas, Paul Coxhill, Omino Gardezi, Natalia Vega, Tim Kelly, Mike Fleisch Dr Anino Emuwa HANNAH MARSHALL, World of Women Foundation, Inkwell Beach LLC, Isaac Bess Katherine "Kat" Randel #SoundsRight #CannesLions2024