Creativity Decoded on 17 October 2024: programme announced!
Join us for "the first Creativity Decoded," a half-day interactive inspiration session where we will reflect on what makes great work great work, what insights brought the smartest campaigns of the year, how to build a long-term relationship with a client and why we should never forget about craft.
A moment where brands and agencies unite. 4 speakers + interactive workshop at Fosbury & Sons Alfons.
Download our CBA24 gazette with insights and trends.
WHEN & WHERE
Thursday, 17 October 2024
Fosbury & Sons Alfons - Alfons Gossetlaan 40, 1702 Groot-Bijgaarden
Why attend?
• Look at award-winning examples to discover what makes great work
• Learn what creative bravery really means for brands
• Discover brand platforms that prove to have a real commercial impact on the business
• Learn how to make bold creative moves with your clients
Who should attend?
Anyone involved in the process of generating ideas. Creatives, brands, strategists and anyone who wishes to sharpen up their ability to forge good relationships with colleagues and clients.
TIMETABLE
14:30 – Doors open
15:00 – Part 1: Happy marriages
15:40 - Part 2: Brave little Belgium decoded
16:10 – Break
16:30 – Part 2: You be the judge! with Arif Haq
18:30 – Drinks & food accompanied with tunes from Jackuzzi, Sonhouse
22:00 – End
TICKETS
Members of Creative Belgium
Regular - € 95 (excl VAT)
Young Professionals (-30y) - € 75 (excl VAT)
Non-members
Regular - € 190 (excl VAT)
Young Professionals (-30y) - € 150 (excl VAT)
Part 1: Happy marriages (15:00 - 16:10)
A relationship between brand and agency can be way more than a fling. We’ll let the prize-winners do the talking.
Crashed Glass, Jupiler by BBDO Belgium
Rewarded with a GP in Industry Craft. Jupiler sells beer. That means fun, coziness, after-works, barbecues, TGIF and all that. This campaign reminds the consumer that drinking and driving can have crushing consequences.
The Screwdriver’s Victory, Vanden Borre by LDV United
How to stand out in a highly competitive market, driven by a throw-away society. LDV United picked the dullest item in the drawer: a screwdriver. A product that’s nearly 100 years old becomes the symbol of Vanden Borres responsibility and corporate purpose
Parents of Road Victims by Happiness
Parents of Road Victims founded by 10 parents who lost a child in a road accident, was unknown to the government or families of victims. Today, they are a reference in Belgium as a lobby for changing traffic laws thanks to their campaigns.
Part 2: You be the judge! (16:30 - 18:30)
Creativity is a serious business tool. But what does creative bravery mean for brands? You’ll find out in this unique and globally recognised 2-hour interactive session.
Big brands are big because they efficiently scale their efforts consistently across the world. But how does the concept of consistency, scale and efficiency deal with creative and fresh thinking? In this highly interactive session, you’ll be introduced to the secret creative evaluation tool used by the world’s biggest brands by the man who has spent the last decade training them on it. The whole room will then get the chance to put it into practice during a live scoring session where you will be the judge.
About Arif Haq
A classically trained marketer who started his career in multi-national brand management before becoming an experienced workshop facilitator, marketing trainer and globally recognized expert in creative capabilities. After a decade at PepsiCo UK, Arif joined Contagious becoming the founding head of their Creative Capabilities practice. While there his work for Heineken was described by AdAge as having, "helped the brewer scale creative heights, culminating with the 2015 Cannes Lions Creative Marketer of the Year award” and was featured as a case study by Fast Company and multiple books.
Today, Arif divides his time between his own facilitation practice, a role as Director of Brand Learning at brand strategy consultancy TwentyFirstCenturyBrand, and being a D&AD Masterclass Leader for two courses on the topic of creativity.
He has consulted on, designed and delivered faciliations from Los Angeles to Sydney and for organizations as diverse as brewers to the United Nations.
“My work seeks to make creativity more ‘boring’; to make it appear more methodical and less full of ‘magical BS’. In order that it can be deployed more repeatedly, predictably and at scale, and therefore to be treated as the serious business tool I believe it is.”
Supported by Ads&Data, Pub, Sonhouse, Nomuss & Super8.
