We, Brandhomies had an awesome time at the eurobest festival. We went from workshop to lecture to interactive installation like kids in a candy store. A lot of it was familiar, but there were also a lot of new insights to draw our attention. We made the following slideshow full of insights from intriguing lectures that opened our minds. See what we took home from eurobest 2015 and find out who our favorites were!

2. ARE YOU
A MAKER OR

3. TAKE-AWAYS
EUROBEST 2015
international festival of creativity

4. BALKAN PROMISES: ADVERTISING AND POLITICS
DUŠAN DRAKALSKI

5. PIG TECHNIQUE
PERSUADE
IDENTIFY
GET OUT THE VOTE

6. BUREAUCRACY
IS MAKING THE POSSIBLE
IMPOSSIBLE

7. ADVERTISING
ISN’T JUST SELLING, IT’S A RESPONSIBILITY

8. THE HELP BUTTON (LINK)
1

9. THE RED PHONE (LINK)
2

10. 5 RANTS FROM ROB
ROB NEWLAN
5 RANTS FROM ROB
ROB NEWLAN!

11. CRAFT
BEATS NOVELTY ANY DAY
1 “’FIRST ISN’T CREATIVE, IT’S JUST FIRST”!

12. 1EMIRATES COMMERCIAL #HELLOJETMAN USES GREAT CRAFT AND IMPLEMENTS IT INTO
YOUR MOBILE FEED.
https://www.youtube.com/watch?
v=_VPvKl6ezyc!

13. 2SOUND + SIGHT + COPY
= VALUE

14. 2“KEEP UP” FROM HONDA USES GREAT SOUND, GREAT SIGHT AND GREAT COPY.

15. CREATE IDEAS
WITH VALUE FOR THE BRAND AND THE PEOPLE
3 “PROVIDE DEPTH, EXPLORE EXPERIENCE”!

16. 3STAR WARS 360° EXPERIENCE PROVIDES BOTH VALUE FOR THE BRAND AS FOR THE VIEWER

17. FACT
EVERYONE SPENDS APPROX. 45 MINUTES
ON THE FACEBOOK FEED EVERY DAY

18. IT IS ESSENTIAL TO UNDERSTAND
AND USE THE TACTILE DESIGN
THAT’S WHY

19. “THE ABILITY TO STOP YOU FROM SCROLLING
IS WHAT COUNTS TODAY“
THAT’S WHY

20. MOBILE ADVERTISING
DESERVES TO BE AMAZING
4

21. 4 MOBILE SCREENS GIVE A 2.6X PERCEIVED VIEW AREA
DISTRACTION IS 79% LOWER ON MOBILE SCREEN THAN ON TV

22. 4NARCOS USES SPECIFICALLY DESIGNED MOBILE ADS TO INTERACT WITH PEOPLE

23. FOCUS ON HUMANITY
NOT ON TECHNOLOGY
5

24. 5STICKERS AND REACTIONS ON FACEBOOK FOCUS ON HUMAN EMOTIONS

25. 5UNDERSTAND THE USER
USE RELEVANT AND REWARDING CONTENT IN HIS FEED

26. THE AVERAGE FEED ON A NEWS SITE IS 2,5 M LONG
WE SCROLL OVER A DISTANCE OF 2KM PER DAY
FACT

27. BE A SCROLLSTOPPER.

28. HOW TO WRITE A BOOK IN 1 HOUR
BEN & ANDREW!

31. HOW TO WRITE A BOOK
IN ONE HOUR?
100 ATTENDEES, INCLUDING US, HAD TO ANSWER 6 QUESTIONS
ONE FOR EACH CHAPTER. THESE QUESTIONS WERE BASED ON FOLLOWING IDEAS:
YOU CAN READ THE BOOK HERE

32. KEN ROBINSON:
“IF YOU'RE NOT PREPARED TO BE
WRONG, YOU'LL NEVER COME UP
WITH ANYTHING ORIGINAL”
RESPONSES TO THE IDEA OF

33. ED CATMULL:
“WE MUST NOT BE AFRAID OF
CONSTANT UNCERTAINTY…
THE UNPREDICTABLE IS THE GROUND
ON WHICH CREATIVITY OCCURS”
RESPONSES TO THE IDEA OF

34. TWYLA THARP:
“NO ONE STARTS A CREATIVE
ENDEAVOUR WITHOUT A CERTAIN
AMOUNT OF FEAR”
RESPONSES TO THE IDEA OF

35. STEVE JOBS:
“CREATIVITY IS JUST CONNECTING THINGS...
THE BROADER ONE'S UNDERSTANDING OF
THE HUMAN EXPERIENCE THE BETTER DESIGN
WE WILL HAVE.”
RESPONSES TO THE IDEA OF

36. CRAZY LOVE RESPONSES

37. MUHAMMAD YUNUS:
“POOR PEOPLE ARE THE WORLD'S
GREATEST ENTREPRENEURS”
RESPONSES TO THE IDEA OF

38. JOHN HEGARTY:
“GROUPTHINK BREEDS BLANDNESS”
RESPONSES TO THE IDEA OF

39. HERE’S THE BOOK.
AND ONE OF OUR BRANDHOMIES IS IN IT!

40. THE RULES FOR BREAKING CREATIVITY RULES
YONATHAN DOMINITZ!

41. HIGHLY CREATIVE IDEAS COMMONLY HAVE
THE SAME THINKING PATTERNS

42. 3 TOOLS
TO SPEED UP AND DIRECT CREATIVE THINKING

43. 1DYNAMIC CONNECTIONS
BETWEEN DIFFERENT VARIABLES
“LINK INTERNAL AND EXTERNAL VARIABLES”!

44. 1
EXAMPLE 1: PAY FOR LAUGHS

45. 2 RELOCATION
PUT SYSTEM A IN SYSTEM B
“BREAK WITH THE FIXEDNESS IN OUR BRAINS”!

46. 2
EXAMPLE 2: THE SOCIAL SWIPE

47. 3 NEW TASKING
GIVE AN EXISTING RESOURCE A NEW TASK
“USE WHAT’S IN THIS RESTRICTED UNIVERSE
BUT FOR A DIFFERENT PURPOSE”!

48. 3
EXAMPLE 3: THE SAFE STAMP

49. FAIL FAST, FAIL MORE, FAIL BETTER!
MICHELLE MORGAN!

50. THE IMPOSTER SYNDROME
PEOPLE WHO ARE UNABLE TO INTERNALIZE
THEIR ACCOMPLISHMENTS

51. PURPOSE = PROFIT
FAIL FAST, FAIL MORE, FAIL BETTER

52. LEARN HOW TO
MANAGE YOUR FAILURES

53. PHILIPPE FASS!
50 CREATIVES OVER 50:
THERE’S LIFE AFTER YOUTH

54. THE OLDER YOU GET, THE MORE YOU HAVE TO TEACH,
THE MORE YOU TEACH, THE MORE YOU HAVE TO LEARN

55. AVERAGE AGE IN THE US IN CREATIVE FIELD IS HIGHER,
BECAUSE THEY’RE STORYTELLERS

56. “IT'S A TOUGH BUSINESS FOR MEN, BUT AN EVEN TOUGHER
BUSINESS FOR WOMEN, ESPECIALLY FOR DECISIONMAKING”
JANE CARO

57. ADVICE FROM JANE CARO

58. ADVICE FROM JANE CARO

59. BE A COPYWRITER
WORDS AGE BETTER THAN IMAGES

60. BE A COUGAR
YOUNGER + OLDER = VALUE

61. BUILD BRAND ME
FIND OUT WHO YOU ARE, THEN BE TRUE TO YOURSELF
EXAMPLE: JANE CARO WENT FROM COPYWRITER
TO STAR IN TV-SHOWS

62. IMAGINE, MUSIC COULD GIVE YOU SUPERPOWERS
STEFAN OERTL, WALTER WERZOWA!

63. MUSIC HAS POWER
TO PUT YOU IN A STATE OF OCEANIC BOUNDLESSNESS
MUSIC CAN IMPROVE YOUR FOCUS AND YOUR
ATHLETIC PERFORMANCES

64. AUDIOBRANDING!
ENHANCES BRAND AWARENESS WITH 60%
EXAMPLE: INTEL INSIDE

67. WE DID AN EXPERIMENT
TO SEE IF RYTHMIC ELECTRONIC MUSIC CAN
GET YOU INTO A STATE OF OPTIMAL
FUNCTIONING WITH REDUCED STRESS LEVELS!
!

68. …BUT APPARENTLY WE NEEDED A COUPLE MORE SESSIONS

69. ROUND UP
EUROBEST 2015
INTERNATIONAL FESTIVAL OF CREATIVITY

75. OUR FAVORITES
FROM EUROBEST 2015
MEET THE BRANDHOMIES

76. ELISE DEMUYNCK
JEF BOES
JEF BOES APPROACHES REPORTAGE PHOTOGRAPHY IN A
VERY IDEA CENTRIC WAY. IT’S A LEFT-OVER FROM HIS TIME
AS ART DIRECTOR IN ADVERTISING. I LOVE THE WAY HIS
WORK GETS AN EXTRA LAYER OF MEANING THIS WAY.
TRICOLORE BART DE WEVER: A TRICOLOR (ACCIDENTAL)
SETTING WHERE THE POLITICIAN IS RIGHT IN THE MIDDLE.

77. ELISE DEMUYNCK
JEF BOES
LA RUE C’EST LA VIE: HE WASN’T ALLOWED TO SHOW THE
BOYS’ LITTLE… WILLY. BUT ON THE WALL WE CAN SEE A BOY
DRAWN FULL NUDE.

78. DURING THIS KEYNOTE, JAMES KIRKHAM AND JONATHAN
FRASER POINTED OUT HOW WE TEND TO THINK IN
TRADITIONAL ADVERTISING FORMATS. THE VOCABULARY WE
ARE USING IN THE SECTOR FORCES US TO THINK TRADIONAL.
THINGS LIKE ‘HOW WILL THE TV WORK IN OTHER CHANNELS’
CREATE A FRAMEWORK THAT RESTRICTS OUR THINKING.
RATHER WE SHOULD LOOK FOR WHAT WE WANT PEOPLE TO
TRULY BELIEVE, INSTEAD OF “WHAT IS THE ONE THING WE
WANT PEOPLE TO KNOW”. THINKING IN A DIFFERENT WAY
CAN LEAD TO IDEAS THAT GO BEYOND TRADITIONAL
CHANNELS, MESSAGES AND AUDIENCE INTERACTION.
JEF PELKMANS
HOW NOT TO ADVERTISE

79. GREAT CRAFT BEATS NOVELTY ANYTIME.
NEW IS NOT NECESSARILY GOOD. TECHNOLOGY CAN NEVER
BE THE IDEA. GREAT ADVERTISING IS ABOUT GREAT CRAFT.
THE KEY IS TO USE THAT CRAFTS FOCUS IT AROUND NEW
TECHNOLOGIES. NOT THE OTHER WAY AROUND.
ROB NEWLAN - DIRECTOR, CREATIVE SHOP EMEA
FACEBOOK & INSTAGRAM
SÉBASTIEN GERNAY
ANTISOCIAL BEHAVIOUR

80. IN TODAY’S RACE TO RENEWAL THERE’S A LOT OF USELESS
THINGS BEING PRODUCED. BUT INSTEAD OF IGNORING
THOSE USELESS THINGS, WE HAVE TO TAKE A BETTER LOOK
AT THEM. WE CAN LEARN FROM THE USELESS. A LOT OF
GREAT INNOVATIONS STARTED WITH USELESS THINGS.
SOMETIMES WE JUST HAVE TO REPLACE OR REMOVE A TINY
FACTOR OR THE PURPOSE TO MAKE IT GREAT.
WE NEED THE USELESS TO DEFINE WHAT IS VALUABLE.
ROGIER VIJVERBERG – FOUNDER &EXECUTIVE CREATIVE
DIRECTOR AT SUPERHEROES
ANGIE BOELE
SUPERHEROES: USELESS IS AWESOME

81. ASTRID GOOSSENS
BALKAN PROMISES: ADVERTISING AND POLITICS
DRAKALSKI GAVE A SHORT BUT INTERESTING INSIGHT INTO
BALKAN POLITICS AND ADVERTISING. WITH HIS SENSE OF
HUMOUR AND THE WAY IT WAS PRESENTED, HE REALLY
(ALMOST PHYSICALLY) TOOK YOU INTO THE
COMMUNICATION CAMPAIGNS MAID BY NEW MOMENTS.
ALL OF THESE CAMPAIGNS WEREN’T JUST ABOUT ‘SELLING’,
HE STATED. HE TOOK A SOCIAL RESPONSIBILITY UPON HIM,
LIKE EVERY ADVERTISER SHOULD. THIS SOCIAL
RESPONSIBILITY RESULTED INTO BRILLIANT CAMPAIGNS
LIKE THE ‘HELP BUTTON’ FOR HUMAN TRAFFICKING, THE
‘RED TELEPHONE’ TO CLAIM FREEDOM OF PRESS, AND
MANY MORE. A BRILLIANT INTRODUCTION TO BALKAN AND
DRAKALSKI’S IDEA OF ADVERTISING
DUŠAN DRAKALSKI – CREATIVE DIRECTOR OF NEW
MOMENTS NEW IDEAS COMPANY

82. BRANDHOMIES
IN ACTION