Each year, the best and brightest young minds in the industry have the opportunity to take part in The Young Creative Academy. The Young Creative Academy offers an intensive week-long course designed to give creatives under 30 the tools they need to reach their full potential and expand their personal creativity. Those who take part in the program, "Young Lions," are given the unique opportunity to engage with some of the world’s foremost thinkers, creators, and subject experts in an intimate setting.
This year, Y&R is proud to send two representatives from our creative fields to the Academy. Here’s what Sara Bottani, copywriter at Y&R Milan, has to say about the ad industry, getting creative inspiration, and attending the Cannes Young Lions Creative Academy.
• What attracted you to advertising and how did you get into it?
Everything started when I noticed I didn’t cry during romantic movies or sad songs, but, instead when I was watching Nike's advertising campaigns. So, I started to look up information on the advertising industry and chose to study Public Relations and Advertising in Milan. After receiving my bachelor's degree, I completed a masters in copywriting and then started working at an agency.
• You’ll be attending the Young Creative Academy. What are you looking forward to most?
To be inspired by different approaches to ideas; to learn as much as I can from every person I meet; to think with a more international mindset.
• What advice do you have for those just starting out in the industry?
Never refuse work. Be constantly up to date and always follow your intuition when looking for ideas.
• What gets your creative gears going? What do you do to get past a creative block?
Brainstorming with people and constantly researching human insight. When I have a creative block, I go out, drink a glass of wine, and talk about my idea with people who don’t work in advertising.
• Name one thing (book/movie/place/person/story) that has inspired you recently? Why?
A book by Jonathan Safran Foer: Everything is Illuminated. He inspired me because he can write about a serious, complex argument, like Nazism, through a light and ironic style that is also full of empathy. He takes on the subject from different perspectives of those who, voluntarily or not, have been involved with that terrible period in history.
• The future of advertising is ____?
Data and technology.