18th May 2016
Nicola Fletcher is a junior creative, based in our Manchester office, who joined Lynx just over a year ago. With a background in print and design, Nicola is passionate about communicating information in a creative and accessible way.
At the end of April D&AD took over Shoreditch in London to showcase three days of creative excellence. The festival allows creatives from all over the UK, and even further, to come together and immerse themselves in an exhibition of the world’s best creative advertising and design.
To be honest, I wasn’t aware this festival existed until I was given the opportunity to attend. But after a small amount of research I could see this was an amazing opportunity to pick-up new tips, get a sneak preview at the freshest creative work in the world and leave feeling inspired by all the lectures.
But back to the lamb chop.
During our journey down Louise Dutton, a fellow creative here at Havas, shared a video of said chop being taken from a London restaurant and then sent into space. I understand this sounds very odd, but it did kick start a discussion of what exactly makes a video go viral and how something so simple can turn into a big digital conversation. As well as persuading us to try the ‘out of this world’ food, this video also got me thinking.
Thanks to the internet we now have complete access to all the inspiration we could want. We have a whole host of creative content available at our fingertips, but I think this unlimited access can sometimes mean unfiltered access, which can often leave me feeling a little lost. As convenient as it is to just skim through the creative blogs, I don’t think you’ll ever be able to beat that feeling you get when you’re standing in front of amazing, but carefully selected, creativity.
At the D&AD festival it was refreshing to be surrounded by creative excellence in ‘real time’ but I found walking amongst the greats to be both a daunting and exciting experience. Looking at the creative work I inevitably started to feel overwhelmed and slightly inadequate – I found myself comparing were I am now, and my current experience, with the work on display. I think this was a normal reaction but instead of allowing doubts to grow, I’ve turned those feelings into a desire to create equally great work.
So it’s a few weeks after the festival and I’ve come to the conclusion that as an agency we should never be satisfied with where we are. We should always be pushing to produce the most inspiring and innovative concepts especially with our work in pharma. We need to make creative which is truly out of this world.