Full Programme

Brands that show genuine leadership by embracing social development alongside their business goals are increasingly demonstrating the power of commerce for good. Better still, they're also attracting loyal consumers who want their spending to have an impact beyond enriching shareholders. 

Contagious examines the companies that put social significance hand-in-glove with enterprise and success.

Examples include smaller companies that have a people-first approach at inception, such as streetwear clothing brand LUTA, as well as established players such as Coca-Cola, GE and Nike, that are willing to step in where their infrastructure and acumen can benefit communities and even whole countries.

ACT Responsible is a non-profit association promoting the best of advertising when it comes to defending crucial issues.

Associations, NGOs and volunteers around the world need the power of creativity to raise awareness in order to achieve their common goals.

ACT Responsible believes that advertising professionals have to promote this side of their business and that ACT Responsible is an opportunity for the whole sector to show how it's playing its part and taking its responsibility building a better world.

ACT Responsible is a global movement of creative people, agencies, corporations, and institutions that cares for the common good, proud to be united and convinced that together we can make a difference. Join the movement at http://www.facebook.com/ACTResponsibleAds

At Eurobest, enjoy a digital screening of the best charity ads from around the world within the cinema São Jorge.

Don’t you hate it? All the other agencies get their crazy campaigns greenlighted, while your brave ideas that could change everything for the brand never survive contact with the client?

Stop feeling sorry for yourself.

This workshop teaches you how to make your clients want to be brave.

The steps are easy:

• Rate your client’s bravery potential
• Prove the brand’s need for bravery
  (Because nothing supports your mission more than bored costumers.)
• Babysteps first – practise bravery together

Creative bravery is not just about being brave. It's about being honest and sincere. It's the ability to not compromise with what needs to be done. It's the attitude of those who passionately love advertising; and not just their own advertising.

If you look at the bravest people in history they never intended to be brave for the sake of it. They just believe in a cause so much that they were ready to fight at any cost for it. Oliver Altmann invites delegates to discuss what real creative bravery is, and what is just provocative self promotion. Here's hoping that everyone is brave enough to join him.

Being Less To Achieve More

In the technology world, the notion of "Minimum Viable Product" has now become a common strategy to allow for a faster and more agile product development in order to achieve the maximum amount of learning to constantly improve their products. 

In the world of "More" - more information, more technology, more people, and even more marketing – Creative Bravery is about doing and achieving more with less.

While agencies – and marketing organisations – may not be best suited for product development, Rei will discuss how agencies and brands can be minimally viable to survive in the 21st century. 

Risking Risk

In today’s world to succeed brands can no longer grow at just 3-5%. They have to grow faster. To do this they have to embrace difference. And that requires bravery. The one thing they find hardest to do. 

Coming up with ideas isn't too hard, but real creativity comes from in walking the line of danger and actually realising the idea. Bompas & Parr explore how their process of creative risk-taking has encouraged them to push boundaries, innovate and produce host of weird, unexpected things: from an emerald green boating lake on the roof of Selfridges to a chocolate-based climbing wall and a breathable cloud of cocktail that intoxicates through your lungs and eyeballs. Get ready for food on all fours.

Bravery and freedom are twins. Creators driven from passion, rather than profit, produce work we all envy. So when agencies today strive for creative bravery, are we not actually fighting for freedom? Pitches are our playgrounds because we can park some of the practical considerations of global marketing campaigns in favour of big shiny ideas we can rally around.

Join this session to get inspired by a rapid fire range of examples from the worlds of art, academia, activism and even some brave advertisers.

Don’t you hate it? All the other agencies get their crazy campaigns greenlighted, while your brave ideas that could change everything for the brand never survive contact with the client?

Stop feeling sorry for yourself.

This workshop teaches you how to make your clients want to be brave.

The steps are easy:

• Rate your client’s bravery potential
• Prove the brand’s need for bravery
  (Because nothing supports your mission more than bored costumers.)
• Babysteps first – practice bravery together.

Since its inception in December 2011, @sweden has challenged traditional nation branding and revolutionized the voice of a country. It has sparked a global movement of Rotation Curation with 70 similar accounts and introduced a new way of presenting countries, cities, companies, organisations and social groups - through the multitude of their citizens, inhabitants, employees and members. 

Throughout 2012, @sweden and its makers Volontaire have received a number of advertising awards, most notably a Cannes Lions Grand Prix.

In its Eurobest lecture, the agency gives a brief but unique insight into the @sweden project, offering a behind the scenes look at the methodology. Hear also some of the successful (and not so successful) examples of others who have jumped on the Rotation Curation movement.

With three key tools for enabling innovation and creative partnership between agency and client (and the client’s clients), Volontaire believes that constant risk-taking becomes the only way to play it safe.

The end result is that what agencies do is not considered risky, but an absolute necessity.

KLM implemented a new way of communicating: more social, modern and interactive. Campaigns based solely on social media came to life: 'Tile and Inspire', 'Meet and Seat' and 'Traveller'

How much braver can you get? The CEO of KLM agreed to the new design - of a huge Boeing 777 - with Dutch tile stickers. This all happened in 24 hours, during which the Boeing was out of commission. And had to be plugged back into the KLM flight schedule, without a moment to lose, or a passenger delayed. All this - and safety first (what would have happened if one of those tile stickers came off mid-flight?). Moreover, with a brave idea at stake-  what is needed for the creative collaboration between an ad agency and the client to make it work? How good does the idea need to be to convince the client that this (costly and crazy) operation will pay off? How do you work with your client to make the big idea happen and push its limits?

KLM and Tribal DDB Amsterdam have worked together for years - choosing for the best way off the beaten track of traditional communications. KLM is one of the pioneers have invested fully into the digital innovation.

Creative Social, the global digital collective, brings legendary graffiti artist and painter Niels Shoe Meulman to Eurobest.

The session takes you head on into creation and craft, exploring "Calligraffiti", the new art form NSM created that combines both order and chaos.

Shoe revolutionised the art of writing with Calligraffiti, an art form that fuses calligraphy and graffiti. He launched this movement in 2007 with a successful solo exhibition in Amsterdam. Since then, his Calligraffiti pieces (signed NSM) have been shown in various international exhibitions and are part of several museum collections. His recent painting style can be described as Abstract Expressionism with a calligraphic origin.

The advertising landscape has seen norms and standards shift over the past 50 years.

Right now, the challenge for agencies and brands is rising above the sea of interruptions that confront people every day - while they're online, watching their televisions, on their mobile devices and everywhere else.

What advertisers must realise - and what many great agencies and brands have already realised - is that we can be a more productive and positive component of everyday life for our audiences. We can give them something to engage with, be entertained by or learn from and leave them happier, more interested or more informed than we found them.

David Droga explains how his agency turns that philosophy into practice - from developing creative concepts to investing in bringing more humanity to technology.

Eurobest's prestigious Award Ceremony and After Party conclude the Festival each year, honouring the very best of European creativity across all the entry sections. At the ceremony, the winners in each section are revealed, along with the recipients of each of the Festival's special awards.

This year, the Eurobest Awards and After Party are moving to a stunning new home, the Pátio da Galé in the heart of Lisbon.

Please note, doors for the Awards Ceremony open at 19:00 for an 20:00 start. The After Party gets underway immediately after the conclusion of the ceremony in the same venue.