Hangout with Mark Tutssel on the best campaigns at Cannes, the craft gap and Maccas
Mumbrella held a hangout with Mark Tutssel, chief creative officer of Leo Burnett Worldwide, to discuss campaigns, craft and creativity.
In the hangout Tutssel shares his views on some of the best campaigns at the festival this year, and what the elements are that make them so good, as well as why there is a loss of craft in some of the more traditional disciplines in the awards.
Well there you have it. Its all about story telling, stories are no longer linear, but the overarching story is the thing (has to be linear to be overarching, but I guess he knows what he means) Its all new and innovative, Cannes is where it’s at, this is the think tank for new ideas new ways of doing things. We must, apparently also look back at our history and be inspired. Where did it come from before Cannes? I wonder.
The Christmas at Harvey Nichols is an inspiration telling a linear story of children and the family together at Christmas, definitely a new idea that one.
Apparently benchmarks are in and we can be inspired to work at that level, I would have thought that we all wish to work at the highest level possible given the budget and the brief.
Of course one may be inspired by the work of others, should be, but piracy is piracy, and imitation is a poor standard to which to aspire.
Cannes is nice to have, nice to visit, nice to be part of, good for the soul and good for Cannes. I do not believe that it does anything for film or advertising beyond providing a venue to show case works, and a very sweet environment for the champagne parties and show off interviews.
Creativity remains unaffected, untouched, elusive; available only to those who are prepared to work for it, and look not only beyond the square, but beyond the circle and the sphere and even the universe, for components that will attach themselves to a fantasy, which will in turn be made to touch reality.
The great enemy of creativity is timidity. Bean counters come a close second, but Its executioner is the dullard smarty pants who thinks he knows the world around him and hold the power of veto.
It’s called The Brave New World, not the cautious, planned and accounted for one.
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