Cannes Lions Special: Learning with Cannes: Humans are contextual and they change
Raw information is meaningless, it's our brain which changes the same information into a positive or a negative state of affairs, says Mandeep Malhotra, President, DDB Mudra Group
The art, craft and science of being able to stand out in the cluttered environment on stack of soaps/perfumes/confectionery and loads of necessities really amazes me. The creativity around really amazes me. The differentiation is meant not only for the Aisles but also for moments of truth. And some crazy ones have really nailed it.
I was pleasantly surprised with the Japanese delegates/work and presentations. They aren’t scared that someone else will see their prototypes and come up with better work, they are very confident and are proud to share. If Brazilian work is getting competition it is coming from the Japanese.
One interesting session got me thinking. Thinking that humans are contextual and they change. Raw information is meaningless, it’s our brain which changes the same information into a positive or a negative state of affairs. The brain changes the information into a meaning.
My key takeaway would be to ask more relevant questions. I am going to work on a prototype of WHYs, Keep watching this space.
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