Part 1: Happy marriages (15:00-15:40)

A relationship between brand and agency can be way more than a fling. We’ll let the prize-winners do the talking. 

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 Brussels

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: Brave little Belgium decoded (15:40-16:10)

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. 

MC = E2
What's holding us back to be more brave and creative? Where should we start to integrate a creative way of working in our marketing lives? Sofie Verstreken, CSO at BBDO Group and Petra De Roos, MD at ACC, will share some insights from their latest publication on creative effectiveness.

Part 3: 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 from TwentyFirstCenturyBrand

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 organisations 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.”

Who should attend?

Anyone involved in the process of generating ideas. Creatives, brands, strategists and anyone who wants to sharpen up their ability to bring creativity in their daily work.