Jun 13, 2018
Each year, the best and brightest young minds in the industry have the opportunity to take part in The Young Creative Academy, which 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 thought leaders, creators, and subject experts in an intimate setting.
In this feature we talk with Y&R creative duo Chiara Marino, art director, and Simone Maltagliati, copywriter, joining us in Cannes.
What attracted you to advertising and how did you get into it?
What most attracted us to advertising was the ability to create something new and to see it grow from an idea to reality, that’s when we fell in love with it. It’s by far the best job in the world. Every day we’re able to think about a hundred ideas on how to resist the usual, to improve people’s lives, and solve problems.
What are you looking forward to most in Cannes?
We started this job a year ago, so we’re excited to go to Cannes and meet some of the world’s most influential creatives. We’re looking forward to the best part of this job, joining the competition, breathing creativity, and trying hard to win.
Who has mentored or guided you in your career? What did they teach you?
All the creative directors in our agency have helped us improve our skills. Their methodologies taught us how to work better. We take in as much as possible from people around us, by listening and being curious.
Every day we’re able to think about a hundred ideas on how to resist the usual, to improve people’s lives, and solve problems.
What gets your creative gears going? How do you get past a creative block?
Creating a team made up of people, friends, and colleagues you can count on as well as share successes and difficulties with help to get past the creative block.
Name something creative (book/film/location/art piece/music/app) that inspired you recently. What’s interesting about it?
Directed by Craig Gillespie | Tonya
Tonya is an autobiographical story told in an unexpected way. The characters constantly break the fourth wall, upsetting viewers. It’s a hymn to creativity.
Would it have been so strong if it had, had a normal life? Try to answer this question after watching the film and recall how important it is also to get out of the rules. That should always be the case in our work.
Frida Kahlo | The Suicide of Dorothy Hale
The story made up of several scenes in a single picture. It has a spectacular visual synthesis capable of conveying all the tragedy enclosed in the gesture of the woman. The explosion of feelings comes out of the painting, reaching as far as the frame, completely painted by Frida.
Arctic Monkeys | “Four Out Of Five”
The Arctic Monkeys new album is a hymn to rupture - closing completely with your past to start something new is the only way to become immortal.
In particular, “Four out of Five” expresses this concept in a nostalgic but positive way by describing everyday life using the common language and symbols of modernity.
The future of advertising is ____?
The future of advertising is incr¬easingly personalized. We’ll do data driven campaigns and send customized messages for each user, but it will work only if supported by a good creative idea. We must keep a balance between respect for privacy and personalization.
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