This innovation seminar was mind boggling. They opened with Philip Sheppard, a virtuoso cellist, who made a song based on what people called out from the audience. Sheppard is definitely talented, he could make car and animal noises with his cello. He spoke of the term Synaesthesia, which is sensing nouns in other forms such as colors in terms of taste or music in terms of color. Listening to this music made me realize yet another component of advertisements - music. Creatives have so much to think about when working on commercials and campaigns. Neil Harbisson was on an entirely other level of synaesthesia as he requested that a doctor implant an antennae into his skull. Since Harbisson was born only able to see in black and white, he wanted to find a way to understand color, so he invented this antennae that allows him to hear it. He is working on a flew of inventions that enhance the body's normal senses. He has even enhanced his own antennae invention to detect colors people cannot see such as ultra violet light. He claims to feel closer to nature due to his antennae because he is now more like other animals and is now more aware of what is happening on earth. There are also four people with his antennae number who can send him pictures from around the world to let him experience color in other places. He has discovered interesting facts of life since having his antennae attatched. For example, white and black people don't actually exist in the human race. Everyone is just a different shade of orange.
Virool: Win a trip to space
I came in towards the end of this session, but I saw the magic show. It was really impressive and ended with a ball of paper catching fire and turning into a rose. I do not know how they did it.
MDC: Creatives in charge - why more creative people should be running companies
The speaker provided more depth to being a creative. He basically said that creative talent have just as many useful skills to run a company as someone with a business or accounting degree. I feel that this was a really positive spin on things because I don't think that many people feel this way, but I agree with it. He said that as a CEO, you need both vertical and horizontal skills. Vertical skills being your area of expertise, horizontal being surface knowledge about a plethora of other subjects.
VCCP Partnership: The (Emotional) Revolution will not be Televised
This session uncovered the truths of how people behave unnaturally when they know they are being watched, which makes studies that do such research inaccurate. The session also displayed the same ad twice using a different background song each time. The two songs were similar and had been used in a study that recorded the average listener's emotional arousal as they watched the commercial. The speaker showed how an unknown song outscored a well known song in arousal rate and could save a company a ton of money if used instead of the well known song. I personally liked the commercial that used the popular song version so
I'm not sure of the accuracy of this study. They claimed that emotional arousal helps with memory, which means you should try to arouse your audience emotionally so that they will be more likely to remember your commercial.
DigitasLBi: Tales from the Accident Factory
The biggest takeaway from this session was how video games have the ability to aid the process of healing when children are in isolation. A young girl who had gone through chemotherapy told us her story via live stream on Skype. She told of how video games helped keep her mind off of cancer and sadness during her treatment. The speakers had her play a video game debuted on site which allows people to donate money towards cancer research. Each donation appears within the game as a bonus feature allowing the player to go further along in the game. Unfortunately, their game didn't work properly during the session, but the game idea was an interesting concept.
(RED): A conversation with Bono and Jony Ive
I really enjoyed hearing about the process it took to develop the (RED) brand. I learned that some of the development process created friction between the organizing members. For instance, Apple's insistence for all things simple and clean cut opposed (RED)'s use of parenthesis. According to Bono, he insisted that the parenthesis be there. Somehow (RED) and Apple came to a workable compromise where (RED) could keep it's parenthesis. I was really surprised how involved Bono is and has been with the brand. I don't feel that his partnership is widely publicized. I also found their tactic for getting politicians on board quite unique in method. Bono explained that as politicians saw the cause being supported in the shopping malls, they began to care about (RED) as opposed to them fleeing the somewhat taboo topic. The choice of using the word and color red was a deliberate one in that it signifies emergency, and eradicating AIDS is just that. The (RED) goal is to cultivate an AIDless generation. There was an emphasis placed on geographic location not being the determining factor between life and death. Overall, after hearing this seminar, I will be a more informed and supportive buyer of (RED) products.
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