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Guest article: The magical world of advertising

04-May-2012
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Guest article: The magical world of advertising

What is magic? One would say it’s something surreal, extraordinary, marvellously captivating, awe-inspiring and perceived impossible to truly exist in our world.

With GoaFest’s theme this year, ‘Let’s Talk Magic’, the goal was to triumphantly display to the world (or in this case, the various ad men/ad women present) the magic advertising has created all around them.

It inspired people and demonstrated that it didn’t matter if one was an account director or a senior vice president, he/she can create magical work.

Speakers from across the world flew in to share their experiences of creating magic. One of the most memorable parts of the conclave’s presentations was the Contrex Mineral Water’s publicity stunt turned TV ad shown by Jean-Yves Naouri of Publicis Groupe and the presentation of Coca-Cola’s Jonathan Mildenhall with his thoughts on ‘Liquid content’.

Another speaker that stood out for me was Lucas Watson from YouTube. Giving the examples such as dollarshaveclub.com, he spoke about how it doesn’t matter how big or small you are; if your idea is good, there’s nothing that can stop you from going viral and achieving success.

Tim Love from Omnicom's Asia Pacific India opened my eyes to the subtle distinctions of languages; things I didn’t know or took for granted. He revealed how just the placement of a verb can create a big difference while communicating with people who don’t speak the same language as you.

Publicis Worldwide’s Erik Vervroegen presentation was very inspiring. He said that no matter how difficult or twisted the brief or how low the budget, magic can be created from anything. He opened my mind to how any good idea with the right execution can be made great.

Though their subject matter varied, most of the speakers emphasised on the importance of going digital, for that’s where the future of advertising lies.

The Abby Awards were spread across two nights – one for media, direct and digital and the next for creatives. Both seen and unseen creative works were shown and metals were awarded. The night was truly electrifying with tension and excitement in the air, everyone burning with curiosity on whether their work won.

GoaFest was a glorious three-day experience for me, this year being the third one I’ve attended so far. It provided entertainment and was a great learning platform.

So was GoaFest a success? I think it managed to live up to its theme and truly instilled a belief in magic. It has inspired people to work towards creating magic.

Nineteen year-old Kakar is a student of Mass Media at St Xavier’s College, Mumbai

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