Claire Davidson on Day 1 at the 6th Dubai Lynx International Festival: Discover + Empower + Connect = Participation and Performance

By Claire Davidson at the Dubai Lynx

The 6th Dubai Lynx International Festival of Creativity kicked off yesterday – the first of a four-day program at the terribly luxurious Madinat Jumeirah resort.

Comprising several days of seminars and master classes, the conference culminates in the Grand Award evening on Wednesday night. Organisers have injected several new events and innovative activities into the schedule this year: the “7 Day Brief” competition – where participants will be asked to produce a short film promoting a charity; a “Think Tank” for senior clients to better understand the creative process / client strategy equation, as well as interactive sessions in “The Digital Lab” – demonstrating ways in which digital creativity and problem-solving can be applied to communication campaigns.

In nitty-gritty terms of specific awards (because let’s be honest, who doesn’t like something shiny for the cabinet), “Branded Content” and “Entertainment” awards will now be presented, as well as an “Independent Agency of the Year” gong.

Seminars yesterday included Standing Out from The Crowd (with Yousef Tuqan Tuqan from Flip Media & Wael Abdulhadi from Cheil Worldwide at the helm); How Leaders Market to Multicultural Populations (with Elliot Polak, Founder/CEO of Textappeal & Ross McAuley of Jumeirah Group), and Uncovering the Untold (from Tarek Miknas & Tahaab Rais of F7P).

My pick for the day was the thought-provoking seminar Advertising in the Participation Age, by Daina Middleton, the Global CEO of Performics.

Middleton focused on the right here and now – the age of participation.  We’ve all seen interactive campaigns grow in momentum and effectiveness, and the goal for us now is to create communications that inspire and incite that participation. The out-take was a D + E  + C formula, to take the creative idea to the next step and to inspire engagement with customers:

Discover + Empower + Connect = Participation and Performance.

Morihiro Harano from Mori In Tokyo opened his entertaining talk with “Do not make another shit for shit. Do not make another waste for waste. You get shit briefs from shit clients and every year you go to Cannes to celebrate the best shit advertising.” He then went on to tell us the key to fresh and new ideas for storytelling in today’s market is to search in the right place, not the bright place. New storytelling is derived from new technology by changing the market ecosystem. Food for thought to get rid of the shit so to speak.

Rounding out a big first day was Danny Searle, Vice Chairman Asia, Chairman Singapore BBDO, with an insightful take on National Secrets: How Nations Become Creative Heavyweights. Danny’s focus was on why and how countries having had moderate success at awards show internationally have in recent times become the big winners. Danny included examples of universal ideas applied in unique executions from Thailand, India, Japan, South Africa and even Australia; showcasing our own Steve Ayson’s recently directed Beer Chase for Carlton Draft. Thanks Danny.

Claire Davidson (above) is Executive Producer, ASIA and MENA @ The SweetShop. She is reporting exclusively for Campaign Brief Asia at Dubai Lynx 2013.