Advertising’s only aim is to influence was the message pitched by Vietnam’s top advertising agencies to professional communication students recently at the Professional Communication talkshow.
Michel Borelli and Carlos Camacho from Lowe Vietnam spruiked the Cannes award-winning What's on your mind? Guinness ad and Y&R boss Matthew Collier used the Wieden & Kennedy's acclaimed Old Spice ad to illustrate how far storytelling and interactive advertising have come.
David Smail from BBDO Vietnam used his company's KFC and CC Lemon ads to explain the time constraints on creating ads.
And Young Lions award winner Vuong Bao Ngoc, junior copywriter at DDB Group and RMIT Vietnam graduate, joined with Bruce Flanagan from Sunflower Media to show how creative advertising awards such as Young Lions can boost young advertisers' confidence and contacts.
Michel Borelli used the Guinness ad to show how the inspirational process of creating an ad could be railroaded by the expectations of a demanding client.
The ad was selected from 6000 print ads as winner of the Gold Lion Award in Cannes he said, listing the qualities judges looked for in an excellent ad:
- Work that has an idea – real depth of thought;
- Ideas that answer the client's brief;
- How well an ad's ideas are communicated;
- Well-executed ideas that build the brand;
- Original ideas.
Having won the 2014 Young Lions Vietnam award for her work at DDB Group after only a year working as a junior copywriter, Ngoc told the professional communication students she had been unwilling to be in the competition but her boss had insisted.
"Give yourself a chance to prove what you can do; no risk, no reward," she advised the students.
"And once you've taken the risk work hard for it.
"Convert your fear to curiosity and the drive to do well."