Winning in a VUCA World.

Kevin Roberts - Saatchi + Saatchi, CEO / LOVEMARKS

What is a VUCA World?

Volatile

Uncertain

Complex

Ambiguous

• Catch the wave.
• Feel young / Courageous
• Don’t be scared
• Take the world and make it vibrant.

This should be your VUCA World:

Vibrant

Unreal

Crazy

Astounding

Reference: Vince Lombardi.

7 points towards winning:

1. Win in the Age of Now

Example: Toyota RAV4 “Get Outdoors”

YouTube - RAV4 'Get Outdoors' Bed ad

YouTube - RAV4 'Get Outdoors' Chef ad

Example: Heathrow Terminal - T-Mobile

YouTube - The T-Mobile Welcome Back

YouTube - lifesforsharing's Channel

Things to consider:

“Do I want to see it again?”

“Do I want to share it?”

“Do I want to improve it?”

Examples:

YouTube - Cadbury's Gorilla Total Eclipse Of The Heart Official Version High Quality

YouTube - Cadbury Gorilla goes berserk on set

YouTube - Cadbury Dairy Milk Glass and a Half Full Productions Australia eyebrows with ballon

1. Win with Purpose

Example:

YouTube - All Blacks Haka - Spot Adidas

YouTube - The Best Haka

YouTube - allblacks haka ads NEW

1. Win with Emotion

Rational vs Emotional.

Rational thinking leads to conclusion.

Emotional thinking leads to action.

We’re in the action business.

Example: 

YouTube - lady giving birth commercial

1. Win with Love

Brands are owned by the people.

Consumer is boss.

Loyalty beyond Reason.

Irreplaceable to Irresistible.

Example:

YouTube - Toyota Vios (funny commercial)

1. Win with Creativity

Surprise with the obvious.

Start/Stop

Example:

YouTube - PlayStation 3 - Commercial - Live In The State Of Play PT1

YouTube - PlayStation 3 - Commercial - Live In The State Of Play PT 2

Information > Knowledge > Insight > Foresight.

“Consumer insight is not enough.

We demand revelations!

It should read more like this:

Information > Knowledge > Revelation > Foresight.

Example:

Mullen | JetBlue

Russia’s answer to the US Space Pen.

RUSSIAN SPACE PEN

Russian Space Pen. » Pencil Revolution

1. Win with 3 Secrets

1- Mystery

The consumer is not a moron. She’s your wife.

Tell stories.

Consumer wants mystery.

2- Sensuality

Use the 5 senses.

3- Intimacy

Great brand vs OK brand.

Invite her to your world, so she can be part of your world.

Example:

YouTube - Kooperativa

1. Win on Screens

Example:

Could MetaMirror reflect future of interactive TV? | Crave - CNET

Next Generation TV With MetaMirror - PSFK

YouTube - DJ Aon :: Asian Commercial

Stuffit Deluxe | Saatchi & Saatchi | Life of a Goldfish | WE LOVE AD

Stuffit Deluxe: Pregnancy - Video - Creativity Online

StuffIt Deluxe : Las Vegas [video] | scaryideas.com

Dailymotion - StuffIt Deluxe: New Years Resolution - a Film & TV video

5 very important “E”:

1. Enthusiasm
2. Enraged
3. Energized
4. Execution
5. Emotion
   

Don’t use the phrase, “let’s get things done.” .. MAKE THINGS HAPPEN.

HAVE FUN!

Example:

YouTube - Father And Son (Telecom-New Zealand)

Reference links:

KR Connect – Blog of Kevin Roberts, CEO Worldwide, Saatchi & Saatchi

Kevin Roberts – CEO Worldwide of Saatchi & Saatchi, the hottest ideas shop on the planet

Lovemarks: the future beyond brands

12:20pm 4.13.2011

Guillermo Tragant - Furia.

http://furiaworld.com/

FURIA (facebook)

Conferencia FIAP 2011 / FURIA

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Nike: Black

Furia y Nike presentan Black is a secret

Furia crea para Black Pack de Nike

Galeria (2689): Campaña - Nike Sportswear Black Pack

Adlatina.com - Furia y Nike presentan Black is a secret

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Noche de Septiembre / #NDS

Noche de Septiembre (ndeseptiembre) on Twitter

Noche de Septiembre

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Bully

Bully Cashmere (BullyCashmere) on Twitter

http://thisisbully.net

Bully Cashmere

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Coca-Cola

125 Razones para creer en un mundo mejor

•  125 razones para creer en un mundo mejor — Monkeyzen
•  125 Razones Razones Para Creer En Un Mundo Mejor | Blog de Mercadotecnia, Publicidad & Creatividad: Briefblog
•  Coca-Cola / Lanzamiento de 125 Razones para Creer en un Mundo Mejor

Miami Ad School: Greenhouse

Greenhouses

Instructor Guillermo Tragant and Greenhouse Students Present Book Commemorating Coca-Cola’s 125th Anniversary

Nike+

Caso Nike Plus by FURIA

Corre Mas « Eso que no todos ven

After a long exhausting day, i must say it was an inspiring day. Haven't had much sleep and i'll try to make this recap as concise as possible given the time now of 22:57. ( yes, i've had to change my clock to 24 hour time since it seems that's the way it operates around here in Argentina // and yes probably many other parts of the world )

We did some browsing of the print work submitted. Pictures to follow in another post. The work overall is, i would say, typical of what we see in our daily browsing of Ads of the World or Archive. It was nice to see some familiar work and some work from our sister agencies at Y&R. I was also able to capture photos of the winning print pieces. Alot of similar work, and alot of work that is pretty much a ripoff of other print work that is recognizable.

12:20 4/13/2011 we finally made it to one of the guest speaker talks.
Guillermo Tragant from Furia was speaking. Here's a little info about him.

It was a cool setup. He introduced his creative team of writers, art directors, and producers. A very eclectic, young team, with what seemed like a good energy and attitude. More details to come in a following post.

13:30 4/13/2011 lunch with Pippa and Vanessa from Miami Ad School / en español. We had lunch at a little restaurant called Dada. Nothing spectacular, but a good piece of meat, and good conversation. The meat being a ribeye and lomo :) not the ladies. LOL.. don't worry Ariel.

14:30 We got back from lunch and sneaked into an ongoing presentation for La nueva comunicación de los nuevos medios. Massimo Martinotti (Fundador y Presidente de RedMagmaMedia). Not as a good a presentation as Guillermo did, but we do have some nice photos to share, once Ricardo sends them to me to post.

15:30 Then we went on a walk with Casos ganadores Disciplina Diseño. Lincoln Seragini (Seragini Branding Design) y Diego Giaccone (SURe Brandesign). This was an interesting session where Lincoln would walk around the entire room full of print work and sort of dissect some of the pieces as the role of juror. I was surprised to notice that most of the participants were students. Overall the participation of FIAP 2011 seems to be more of students than that of professionals. It's rather disappointing, but at the same time it's nice to feel that fresh energy that the young one's bring.

17:00 The creme' de la creme. Lovemarks - Kevin Roberts (Saatchi & Saatchi Worldwide). This guy knows how to work a crowd. This guy knows how to make creative work. He was simply amazing. I'm gonna have one huge write up on all the stuff he shared with us. To summarize he gave us 7 tips to making great creative works, and leaves us with 5 key tips to get there. It was just an excellent inspiring speech.

To top it off, there was a secret guest that was being recognized. Mr. Hugo Porta - lovemark. I'll get more into him in a following post. 

This wraps up day 2 (which is really our day 1) as far as FIAP 2011 is concerned. Looking forward to more inspiration tomorrow.