Spikes Asia 2017 on the go

When I attend seminars or conference, a question that always pops up in my mind is “why do speakers always show video of work examples?” They are either award winning works or works that they admire. Definitely they are all great pieces. But what do I get from those examples? Ideas, inspirations, great quotes, flashy technology, agency names, to name a few?

Admittedly, I shared the same videos to team when I had to be a speaker without understanding “why” I did that.

However, Terry told a story about why this video captured his attention and was talking about this lots at Cannes. He said that it provokes norms using creativity by doing something different. Dare to express brand image and values in creatively authentic and aesthetic ways. When we think about perfume, we mostly see a picture of woman with Eiffel tower in the background. But Kenzo video took a chance to represent its product as a valiant and adventurous woman . Challenge the way audiences perceive brand and evoke them to change or push boundary out. According to Terry, these are also the reason that it won awards.

Another light bulb moment in my life. I’ve been working in creative industry for years and I didn’t know the true meaning of award stuff. I thought maybe it’s cool and it has benefits to improve people’s life. I was wrong. Moving forwards, this has changed the way I look at works and ask myself few questions. Why does it create? Why can it change anything to be better? Why does it good for people/society?

I’m not sure about Kenzo’s new perfume selling after this campaign. As I mentioned earlier, I wouldn’t buy it if I watch this video at first. But I went directly to duty free when I was in Changi airport waiting for flight back to Bangkok. I really wanted to see and smell this perfume.

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