In the Volcano 2006 it seems that ideas, creativity and real campaigns will be mixed with ideas, creativity and fake ideas. It would seem that Volcán 2006 will be a contest of ideas strategically designed for our clients, as well as of free ideas and creativity for creativity’s sake, even if they have not had a strategy, brief or budget from the client.
That’s how festivals are in the world, and Volcán in Costa Rica will be no exception, even if some of us don’t like it and others don’t care. In fact, in my opinion, it is not up to the organizers of the contests to regulate or fine-tune the pieces that participate, but to the participants and those who nurture the participation of their companies. However, given the relativity of ethics and conflicting opinions, perhaps we can agree on the following.
Message to the client: creativity is for contest only. When we reach out to the client for permission to use their product, brand and logo in a contest ad, the intrinsic message is clear: this is for contests only. Therefore, the least daring thing to do is to use it in your regular campaigns. Doesn’t this seem dangerous to you?
Message to the creative: these are two different scenarios. When we accept that creatives make material only for contests, we accept two scenarios: that of clients (less creative) and that of festivals (more creative). This immediately leads to resignation in the client scenario, and all the talent in the contest scenario. Doesn’t this seem dangerous?
Message to the executive and account director: to the client what you approve of us. When creatives want to do daring and high-impact creativity, let them do it for contests, where they can appease their creative impetus. When they are going to develop creativity for clients, they can do the most conventional and approvable. Doesn’t this seem dangerous to you?
Message to people in Media: only for prizes. When it’s time to get discounts, free pages and free advertising, that’s when we have to see how we support the creatives, because they need prizes. When we have to look for help for a client, with a replacement ad for a mistake or for a special management with the same media, it is possible that we have already spent favors and political capital to request them. Don’t you think this is dangerous?
Message to the planners: you are just a formality. When we do tricks, we tell the planners that the work they do does not trigger or detonate winning creativity, since what wins in contests, we think, is what is inspired by anything but strategy. Doesn’t this seem dangerous to you?
Message to people in human resources: creative at any cost. When we are looking for talent, it is easier to attract it to companies with recognized creativity, so either we win awards any way we can, or we won’t be able to hire talented creatives. In other words, without awards there is no magnet for the most creative talent. As a consequence, the client’s brand, its ability to attract and seduce becomes secondary, because at some point in the year, the search for awards arises and the pressure is higher than any other. Don’t you think this is dangerous?
Message to the general public: zap the commercials. When people turn on the television, they do so to be entertained or informed. Therefore, there is no doubt that we would fulfill our role better if in every commercial we gave them 80 to 90% entertainment, and the rest in information, and only if it is strictly necessary. When we leave the creativity that entertains only for contests, we deny the public the possibility of entertainment with commercials, and with this, we lose the opportunity to get their attention and attraction. Doesn’t this seem dangerous to you?
In any case, and to conclude, let’s celebrate a great Volcano 2006. We will do it united under the roof of our consciences and within the framework of our convictions, whatever they may be, and the truth is, they are all respectable. We will applaud and be applauded, and although there may be reservations, the desired stimulus to advertising creativity will be generated. Let’s hope we are clear about the risks, and that one way or another, we are taking steps in the right direction.
Greetings!