The slogan of Golden Drum is Sharp competition, good school, crazy party and devilish challenge. Good school is an important reason to attend the advertising festival and media meeting, biggest in Eastern Europe and second biggest in Europe. The program this year is rich, very rich, content-wise, people-wise, time-wise. It also included 9 specialized ‘laboratories’ for a deeper insight of professional viewpoints. These are:
Pawel Nizinski: Social energy brand people
Innovative marketing for green tourism
Bram de Rooij: Interactive
Steve Vranakis: Creativity in post-digital era (see below)
Serge Fenenko: Upload cinema presents ‘Messing with the brand’
Yonathan Dominitz: Co-creative experiences
Katja Skoberne: Crowdsourcing
CREATIVITY IN THE POST-DIGITAL ERA
We are now living in a post-digital era because digital is now a mainstream. It’s no longer a niche nor ‘add-on’ but a fundamental part of how we do things every day. And that means thinking differently about the way we approach ‘digital’ ideas.
It’s more of a mindset than a medium. One that requires an understanding of human interaction, response and a ‘real-time’ approach to generating ideas. Creative ideas live and breathe in the post-digital era via social media and peer to peer and require constant feeding.
You need to ask yourself three things every time you plan a brief or generate creative ideas.
1. Why would I talk about it?
2. Why would I get involved?
3. Why would I continue to do so over time?
In the post-digital era, creative ideas go on living long past their air dates and are only measurable by their lasting effect on popular culture. So now it’s finally time to scrap the term ‘digital’ and focus instead on the desired actions that we’re trying to generate be it playing, sharing, chatting, shopping.
STEVE VRANAKIS, CREATIVE DIRECTOR, PARTNER VCCP (www.vccp.com)
Steve brings almost 20 years of experience in both the on and off-line worlds of advertising, and is one of the original partners at VCCP London. Steve works across VCCP’s key accounts including; Compare the Market, McDonalds, 5 Alive, Dyson, Jordans, O2, Coca Cola, Capri Sun, Standard Life, London 2012 Olympics and Very.co.uk.
His approach is simple: to create famous work that gets talked about. TV, digital, press, mobile, apps; whatever. Things that people will want to interact with and continue to do so over time. Stuff that people chat about over a pint; communications with cultural currency. Campaigns that contribute to popular culture and make people love brands.
Steve has worked at some of the biggest and best creative agencies in the world including: Foote Cone & Belding San Francisco, WCRS Arnold Worldwide Partners in London, Modem Media and Palmer Jarvis DDB in his native Vancouver.
Steve was named the number 1 New Media Creative in Campaign’s "10 Hottest Digital Creatives of 2000 and 2009" as well as making their ‘A List’ in 2003, 2008 & 2009. In 2005, Steve made Campaign magazine’s ‘Top 15 digital creatives list’ being the only one from a ‘traditional’ advertising agency as well as making Revolution’s 50 Power List in 2007. In 2008 he made their top ten. His industry accolades include his work on BMW as the first ever ‘e-ad’ to be chosen as Campaign Magazine’s "Pick of the Week", and also the best interactive ad of the year along with his work being recognised by the D&AD, One Show’s, Campaign Big Awards, BTA’s, Clio’s, Cannes Lions, the Casies, SF Show, Adweek’s MC Icon, Revolution, New Media Age, London International Advertising, the Andy Awards, the Reggies and the Lotus Awards. Steve was also a key part of the hugely successful Comparethemeerkat.com that is sited as one of the most successful social media campaigns eve.
Recently, Steve was the Digital Crafts foreman for the 2004 D&AD Awards as well as a judge for their 2010 integrated category, judged the 2005 One Show Awards and the IAB’s Creative Showcase and was the 2006 & 2010 Campaign Digital / Big Awards Chairman and a judge at the 2007-2010 Webby awards. In 2009/10 he judged the Annas, DADI and the Roses. In 2010 He judged the BTA’s alongside some of the biggest names in advertising.
Steve has spoken at the IPA, IAB, Contagious, Shoot Magazine’s interactive TV Conference, MarketingWeek 360º, AdTech, Yahoo! and Campaign’s Digital Arts conference alongside Jerry Yang, Bob Geldof and John Hegarty. He’s judged the Icon and Web Awards, has had his work featured in the FT, Design Week, Adage, written columns for Adweek, Marketing, Campaign, Revolution, New Media Age, Cre@te Magazine, and conducted television interviews with the BBC and CNBC Europe. In 2004 VCCP was named Effectiveness Agency of the Year and were the first agency in the IPA Effectiveness Awards history to have won a Grand Prix on its debut. IN 2009 VCCP was shortlisted for both agency and digital agency of the year by Campaign and won Marketing’s 2010 agency of the year.