JWT

LOOKING FORWARD TO KRISTAL ELMA 2014

For its 1st edition, the Kristal Elma Yaratıcılık Festivali was full of amazing campaigns and speakers with sustainable messages! Here is a selection of very inspiring ones!

1- Promote a fair balance in today’s world Mercedes Erra, the President Executive of Havas worldwide and BETC founder, pointed out that balance between men and women help organizations to progress. She highlighted major facts of 2007 UNICEF Gender Equality study: “women perform 66% of the world’s work, produce 50% of the food, but earn 10% of the income and own 1% of the property”. To change such figures, people should go beyond the stereotypes; stereotypes that unfortunately everyone’s has. The big challenge to undertake is a cultural change embedded with the principle of sharing.

cocacola

2- Small World Machines: a means to go beyond frontiers Jonathan Mildenhall, the Vice President of The Coca Cola Company, presented amazing campaigns. One of them was the initiative named “Small World Machines – Bringing India and Pakistan together”. Through this machine, Indian and Pakistanis people could interact, connect, play and share happiness with one another. Participants noticed that both sides had actually a lot in common. Such initiative shows how breaking down barriers and stereotypes could be actually easy – especially in today’s world networks! – and bring so much: new friends!

3- Raise awareness about child mortality in India As presented by Sonal Dabral, Chairman and Chief Creative Officer of DDB Mudra, a great campaign has been made to raise awareness about child mortality due to water hygiene. The film aimed to show that with basic solutions, such as washing hands correctly, could save so many lives.

4- Engage people to create sustainable solutions François Petavy, CEO of eYeka, presented a great project launched by eYeka for Unilever.  eYeka’s community members – a potential of 250.500 creative individuals – can compete in a contest by designing an original and revolutionary shower system for the next generation of showers, that combines an enjoyable experience with preservation of the environment; in other word a sustainable shower for the future.

5- Innovation as a key word Christophe Cauvy, JWT European Head of Digital & Innovation, taught us that innovation is linked to creativity and that “Innovation is important because it is at the heart of our clients corporate and marketing strategy”. Innovation is also a team work in the sense that it is through the interaction with others, that one’s get inspired and innovates. He pointed out that the physicist Geoffrey West recently discovered that a larger city is more innovative. In other words, West’s Power Law suggests that a resident of a city with 5 million people is 3 times more creative than the inhabitant of a town with 100.000! Istanbul counts about 17 million people… so do the math!

Nike

And what innovation has brought us recently? Well, it brought a new Nike store made up with 100% trash in Shanghai! Because we learn from our mistake, major corporations, which counted some flaws in the past, are actually now walking more and more on the path of being more sustainable.  SMEs create sustainability solutions, as a rule of their core business; but the impact is more significant when big global corporations embrace them and engage their audience.

Hope to see the same casting and additional cast members next season!