Eurobest 2015 – a Non European’s Perspective
Eurobest 2015 is a festival of European creativity. What is European creativity, specifically? Well, as an attendee to this three-day event, I think I’ve gotten the idea. From the same organizers as Cannes Lions, a prestigious annual event also celebrating creativity, Eurobest 2015 has succeeded in fostering and inspiring all of us here in the lovely city of Antwerp, which is home to over 8,000 creative businesses. Throughout the span of three days, speakers within the creative industry from around Europe gathered to discuss the newest and brightest ideas, and the innovation that characterizes creative minds. And with this, we were certainly spoiled for choice. Speakers ranged from creative directors (and actors) in the porn business doing questionable things with eggs, to the responsibility of advertising agencies to do well for society; from innovative virtual reality strides to breaking stereotypical boundaries within the industry; and, from the staggering effects of creative sound to the relationship between a dance and advertising career.
The presentations by all of the speakers were incredibly open, intimate, revealing, and relaxed. For them, it’s just another expression of their personal creativity. You’ll find most people at the event dressed quite casually, including the presenters. Speakers are fond of including the audience as much as possible, and encourage meet ups for questions over coffee or a beer afterwards. Additionally, many of the presentations include deeply personal exposés on the speakers themselves, revealing the root of what makes them a uniquely European creative.
And of course, Eurobest wouldn’t be nearly as exciting without its Thursday nightcap – the awards show and after party. Mercedes Benz won Advertiser of the Year (that dancing chicken commercial!), while DDB Worldwide took Network of the Year, and UM Romania snagged Media Agency of the Year. But more importantly, the audience was treated to a night of inspiring and provocative creative material. When awards were won, those who appeared on stage to accept were both surprisingly young, and refreshingly female. Some of the most memorable Grand Prix awards of the night included Vangardist’s The HIV Issue, by Saatchi & Saatchi Switzerland, S7 Airline’s Imagination Machine by Wieden+Kennedy Amsterdam, John Lewis Financial’s Tiny Dancer by adam&eveDDB London, Vodafone Romania’s Sunday Grannies by McCann Romania, and Sport England’s This Girl Can by FCB Inferno London.
'This Girl Can'
Check out the full list of entries and winners here.
Now, back to the original question: what is European creativity? To sum it up in a few words, it’s non-typical and intrepid – luminous above the rest in a different way. The modern European creative agencies are here to redefine the industry with their daring.
Jillian Rosen is an Account Executive at FinchFactor