Day 1 (2011)
8:45 – Registration
09:45 – Conference Introduction by Co-chairs Jonathan Brigden from Knifedge and Mark Harrison from FOX
10:00 – KEYNOTE – The Inspiring Monorex – How big business discovered the power of street art
Sponsored by: Fox
They’re a bunch of spiky urban street artists who hustled their way out of Camden, and into the offices of some of the world’s biggest brands. Monorex have transformed from a collective of urban street artists into a global design agency, with a client list to die for, including Converse, Reebok and Umbro.The session kicks off with an interview between Terry Guy, Founder of Monorex, and Graham McCallum, founder of Kemistry, who explore how big brands have tapped into the youth market. Then it’s on to our very own ‘Secret War’, as two top street artists are given a killer brief on stage, and the resulting work is judged by renowned creative directors before the audience gets a chance to voice their vote. Fun and pretty damn cool, this is an inspirational session to kick start an amazing conference.
Produced by: Kemistry
11:00 – Coffee
11:30 – BOOTCAMP – Revolutionary Briefs
Sponsored by: Discovery Channel
We all moan about terrible marketing briefs, but as creatives we actually deliver more briefs than we receive – to the designers, animators and composers we rely upon to bring our ideas to life.
How you articulate your vision to them could be the difference between a Promax and a dogs dinner.
So for this year’s Bootcamp sessions, we give you all the tools you need to brief more effectively.
After all, if you get the best out of them, they will make you look amazing.
In three very different sessions, designers Grant Gilbert and Tom Robinson (Double G Studios) will show you how to get inside their heads; composer Caspar Kedros (Altitude Music) will explain why you don’t need to know your dubstep from your grime; and animators Damian Hook and Oli Hyatt (Blue Zoo) will share some painful lessons learnt from previous disastrous briefs.
- Find out why talking the same language does not mean you have to know the jargon.
- Why knowing what you don’t want can be as good as knowing what you do.
- And why an email will rarely save you time – or money.
From these three sessions you will gain a brilliant insight into each craft, but also come away with a raft of tips and techniques that you can apply in any briefing you ever do.
Produced by: Robin Garnett from Discovery UK, Tony Pipes and Dawn Parsonage-Kent from Redbee Media, Jade Pybus from Altitude Music
11:45 – Digital Campfires in Club Che
The evolving role of the storyteller – Digital media are the new meeting points or campfires by which people tell stories in unique ways. We want to highlight that modern media doubtlessly changes humans, but there is still a great deal that we have in common with more primitive ancestors. Technology is now our campfire.
We are all in the business of storytelling and at Studio Hansa by harnessing appropriate media. The culmination of our presentation is a physical demonstration of how we have deployed a multitude of media to help an emerging artist to refine his brand story.
Produced by: Studio Hansa
13:00 - LUNCH
14:00 – The Charity Challenge in Club Che
Sponsored by: Turner Broadcasting
A chance for our Promax attendees to flex their creative muscles and help a truly brilliant cause. Working from a Media Trust brief, they’ll pitch a campaign execution to this year’s Charity: TAG (transform a generation). TAG might be new kids on the block but they already have an impressive strike rate in getting disadvantaged youths into training and education through LA Fitness centres. We’ll also get an update on last year’s challenge and the impact it’s had on Malaria No More UK who are changing the lives of millions living in Africa.
Produced by: Kate Spence from Five
14:00 – What Makes an Idea Great? in Lenin Lounge
Sponsored by: RedBee Media
What makes an idea great? We all want to come up with the best ideas, but have you ever stopped to ask How?
We gather a panel of world leaders in their field and pitch this question to them, with the upshot is you get the benefit of their experience.
Hosted by Smithereen and ex Ch 4 Creative Head, Jon Steven’s – he’ll be asking the questions to Mark Godfrey, Curator at Tate Modern, Big Fat Gypsy Weddings Exec Producer Jez Wilkins and Mal Peet, Carnegie Medal and Guardian prize winning author.
All three will be showing, or reading, their work and giving you an invaluable insight into making your own ideas as engaging and successful as their own.
Not to be missed by anyone serious about Creativity!
Produced by: Mark Harrison from FOX
15:00 – Tea Break
15:30 – Fizzy Fish Juice – A Non-Traditional Campaign in Red Square
In ad land if you want to make waves in the marketplace you need to be uber cool and occasionally do stuff that gives the client sleepless nights – like nailing a giant bag of weed to a billboard and videoing plucky young thieves who try to steal it. The Dyer brothers are NZ based creatives who have quietly trail blazed their way into notoriety; their innovative campaigns will make you want to tear up the advertising rule book.. and then turn that into an edgy social media campaign about how you tore up the rule book.
Produced by: Kristie Girvan and Mirja Tavra from Five
16:30 – Break
16:45 – Revolution of the Senses in Red Square
Sponsored by: BDA
Imagine if you could touch a sound. Or see a smell. How would your understanding of the world shift if you suddenly discovered that colour is a concept which exists only in the minds eye? What would happen if we challenged every belief you hold about how humans use their senses to engage with the world and the creative experience? Would you like to find out? Join Dr Beau Lotto (BBC Horizon/ TED Talks) Radium Audio, U-Touch and the sensory revolutionaries on an interactive exploration of how sight, sound, smell and touch all might play a part in your next promo.
Produced by: Emma Profit from BDA
17:45 – Conference PUK – End of first day party in The Conservatory
The lovely free drinks are sponsored by Repertoire Music