Events

09:00 - 10:30 | Lab - IF! Lecture EXTRA PASS EVENT

THE CRAFT OF COMEDY: CREATE CHARACTERS, TELL STORIES, IMAGINE WORLDS AND, INCREDIBLY GENERATE INCOME

With Walter Fontana (Humorist, Writer and Writer)

For the series of IF! dedicated to arts and crafts, where to start for … a lesson with Walter Fontana, to learn the craft of comedy: creating characters, telling stories, imagine worlds and, sometime, getting an income from them. A lesson for all, take book and notebook with you. The cost of this workshop does not include entry to the festival, which must be purchased separately.

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09:00 - 10:30 | Factory - IF! Workshop EXTRA PASS EVENT

IDEAS POWERED BY PEOPLE

By We Are Social
With Bruno Tecci  (Senior Strategy Director), Gabriele Caeti (Creative Director) e Matteo Starri  (R&I Director )

But how? Is it the target that ‚Äúmakes‚ÄĚ the campaigns? Not quite. But it can give some indications, sometimes very precise ones, in this sense. It is up to the agency to be able to read these indications, and then to interpret them, to get to the true ‚Äúsocial creativity‚ÄĚ. From the cooperation of analysts, strategists and creative people, that‚Äôs how the briefs ‚Äď and therefore the campaigns ‚Äď come about, briefs able to relate people to a theme, a brand or a product, setting off relational dynamics.

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09:00 - 11:00 | Lab - IF! Workshop EXTRA PASS EVENT

FASHION IS SO LAST YEAR: 10 REMEDY TO COMMUNICATE FASHION.

With Paolo Ferrarini (Researcher, Professor, Editor)

The world of fashion is changing very rapidly, crashed by innovative pushes, conservation of the past and new digital presences. Searching for a renewed identity, communication is playing a key role in the success of historical brands and emerging new stars. Printed materials, social networks, territorial marketing, fashion films, shows: in our two hours together, extraordinary cases, niche phenomena and innovative experiments will be presented and analysed. This workshop, open to students, to those who work in the press, in agencies, and to fashion fans generally, will analyse recent developments in the most successful communication strategies, to identify emerging trends.

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09:00 - 12:30 | Lab - IF! Workshop EXTRA PASS EVENT

BEYOND VIRAL, DESIGNING INNOVATIVE AND EFFECTIVE DIGITAL PHYSICAL EXPERIENCES

By Swarm Hybrid Design Lab & Hackademy

With Samuele Franzini (Founder), Nima Gazestani (Interaction Designer), Marco Miscioscia  (Business developer and senor Sr. Media Creative)

This theoretical and practical workshop is aimed to those interested in exploring in depth project issues linked to the use of new technologies, such as interaction design, user experience, digital physical integration, innovative technologies, paradigms of interaction design, usability and design thinking and their added value in experiential and strategic contexts. Starting from the analysis of the model of the experience flow of innovative project solutions, solutions will be presented, mostly interactive ones, which create a link between the vast world of new technologies and which confirm the essential role of design in the context of experience and of the new communication and business strategies. Alongside theoretical in-depth analysis, with targeted project activities, participants will be asked to develop short projects and to become involved in exercises aimed at the development of specific competences on how to plan interactive products and services, using basic and advanced technological solutions, both in terms of software and hardware. A selected spectrum of instruments and ‚Äúbest practices‚ÄĚ will be introduced to allow participants to best represent ‚Äúconcept scenarios‚ÄĚ, user interfaces and flows through different techniques and methods of physical and digital prototyping. The objective of the workshop is to provide participants with methods and instruments for the research and planning of interactive systems. The objective is also to share with participants the newest advances in the technological field, how they are used within projects and what are the experiential models. Paper format models will be used to facilitate sharing and development of creative ideas.

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09:00 - 13:30 | Motherboard - IF! Workshop EXTRA PASS EVENT

THEATRICAL TECHNIQUES FOR CREATIVE PRESENTATIONS.

With Marco Filatori (Founder Teatro del Battito)

The course covers some of the basic techniques used in theatrical activity to make presentations more effective, especially creative ones, allowing participants to discover their own ideal style of presentation, trying to minimise possible weaknesses. Through group and individual work, and also with the use of video recordings, we will try to make participants aware of movement in space, voice management, stage presence, the principle of interpretation and the control of diction. The course will take place on the stage of a real theatre and will be limited to 10 participants per session. The course is aimed at all agency personnel (creative, senior account, agency managers) who, in the course of their activity, are personally required to present ideas to their own clients, whoch require the use of comprehension and identification. Participants must bring a campaign script to be used for presentation simulations. Participants are advised to wear comfortable clothes like a track suit and to bring a change of shoes. Video recordings will be done directly on the participant’s smart phone and will be for their own exclusive use.

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09:00 - 18:30 | Factory - IF! Masterclass EXTRA PASS EVENT

“DECODING INNOVATION-HOW TO IGNITE BREAKTHROUGH CREATIVE IDEAS AND DISRUPT CONVENTIONAL THINKING USING STRUCTURED THINKING TOOLS”

By Mindscapes

With Ravid Kuperberg (Partner & Trainer Mindscapes)

By deconstructing the most innovative and creative award winning marketing communications campaigns from around the world, Mindscapes decodes recurring thinking patterns embedded in them. This masterclass will present some of these ideas, as well as the thinking patterns they represent. The patterns are then translated into practical creative thinking tools which suggest disruptive techniques for overriding functional and structural fixedness. Join this session to understand the logic behind the magic of effective innovative creative thinking, using disruptive techniques for overriding functional and structural fixedness in ways which deliver the brand idea, or for translating it into new unexpected systems altogether, while creating engaging branded content. In recent years more than 30 Cannes Lions, including 3 Grand Prix were won by Mindscapes trained agencies, using their creative thinking tools.

 

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09:00 - 18:30 | Lab - IF! Workshop EXTRA PASS EVENT

BASIC PRINCIPLES IN ADWORDS AND VIDEO ADVERTISITING by Google

Moderate by  Silvio Camilli  (Altura Labs, Google Regional Trainer)

Daniele Donzella  (Altura Labs, Google Regional Trainer) with last exam for Google AdWords certification

The Google AdWords certification is a professional accreditation offered by Google to professionals who have experience in the use of Google AdWords. The course will be divided into two parts. In the morning there will be a training session dedicated to the basic principles of AdWords and basic and intermediate concepts. In the afternoon there will be a training session on video advertising which will cover basic and advanced concepts, among which the best practice to create, manage and optimise video spot campaigns on YouTube and on the internet. During the workshop, all participants will take the test to obtain the Google AdWords certification.

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09:30 - 13:00 | Factory - IF! Lecture EXTRA PASS EVENT

WEB IS DEAD. A LIVE STREAMING OF HANDCRAFTED IDEAS

With Francesco Guerrera (Partner & Creative Director Acqua su Marte e Le Balene)

Starting from the challenge in the title of this workshop, which is aimed primarily to art directors, illustrators and makers generally, it has as its objective that of demonstrating how today content and crafting of ideas must become central elements within the vast web landscape. In the course of the seminar, participants will be asked to realise an idea, entirely by hand. From an illustration, a copy ad, a popup book to the art direction for an ad. Each participant, connecting to their own Facebook account, will be able to focus on their own task. The result will be a great live collective that will invade social channels for a few hours, in a sort of incredible short circuit. Material requested from participants: an artwork sketch and everything you need to realize it in 3 hours. Smartphone with active FB profile for the live session and a small docking station on which to set the smartphone.

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10:00 - 10:30 | Google Lounge - IF! Interview

AL CINEMA PER LA PUBBLICITA’: QUANDO L‚ÄôADVERTISING E’ SPETTACOLO by Google

With Vincenzo Riili (Country Marketing Director, Google Italy) and Riccardo Cioni (Founder & Executive Creative Director, La Buccia)

Rethinking, surprising, reflecting, giving emotions, even this is advertising. At the opening of the Google Lounge, the interview to the Creative Director Riccardo Cioni, creator of the Gala della Pubblicità e manager of Notte dei Pubblivori, the most famous spot marathon from all over the world which is become a cult for the passionate. A conversation around the creative formula of advertising and about the offered opportuinty of the digital.

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10:00 - 10:45 | Dome - IF! Talk

THE VALUE OF CREATIVE BUSINESS-“BEING PAID FOR CREATIVITY AT LAST!! “

By Berlin School of Creative Leadership

With Stuart Hardy (Director of Executive Education,Berlin School of Creative Leadership)

The short presentation argues the case – that never before have creatives been presented with such a unique opportunity to deliver value to their clients. As some argue that ‚Äė traditional creatives‚Äô are facing their twilight years, in the face of emerging technologies, and consultancy penetration; The Berlin School of Creative Leadership believes that the time is NOW.This is not the world of McKinsey and Accenture – this is a world of consumer driven, impactful creatives who have the passion and insight to challenge old rules , client mindsets – and the business paradigms of the past. They want to put creativity ‚Äėon the client map‚Äô..not as a craft but as a strategic innovation driver.

These finely honed creative skill-sets, driven by a sense of consumer empathy – and a belief in the exceptional and the new – are THERE, they just need to be re-focused to create innovative, business changing solutions for clients and consumers. The BSCL is working with bold, but real, agencies to lead the way.

 

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10:00 - 10:45 | Motherboard - IF! Roundtable

MUCH COPY, VERY CONTENT

By IED Milano

With Marina Pierri, Jack Blanga, Samanta Giuliani (IED Milan Teachers) and Laura Petillo Camilla Menozzi Leonardo Crabai (IED Milan Students)

Starting from the editorial project originating in the educational field ‚ÄúMuch Copy, Very Content‚ÄĚ, edited by Fausto Lupetti Editore, in this meeting for IF! organised by IED Milano, we will explore the topic of production of creative content, through the debate between teachers and students. The book starts from the real need of the latter, who are always involved and listened to, to try to build with them project models always up to date with respect to their needs and the needs of the market. For this reason, at IF three teacher/student pairs will be introduced, who will debate (each for ten minutes) some important and current topics: the topic of non-hostile communication, to create a positive creative environment; the overcoming of the concept of ‚Äúdigital native‚ÄĚ to understand what ‚Äúcontent naive‚ÄĚ means today; the topic of past, present and future jobs, to understand how it is possible to think practically in terms of building a continuous career in a world (that of content) that is never static.

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10:00 - 20:00 | Hub - IF! Show

HUMAN JUKEBOX

With Stefano Ghittoni and Think’d

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10:00 - 21:00 | Hub - IF! Show

HUMAN JUKEBOX

With  Stefano Ghittoni and Think’d

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10:30 - 11:30 | Google Lounge - IF! Round Table

THE CLIENT, THE AGENCY AND THE SOCIAL STAR: CAN THEY ALL CONCILIATE IN THE NAME OF THE BRAND?

Moderate by Massimo Sommella (Managing Editor di Ninja Marketing)

With¬†Karim Bartoletti (Partner/Executive Producer Indiana Production), Laura Corbetta (Presidente dell’Osservatorio Branded Entertainment), Marianna Ghirlanda (Head of Creative Agencies Google) e Casa Surace.

With the consumer’s attention, increasingly, more difficult to capture, brands look for new ways to entertain their audiences while at the same time delivering a message developed for the business’ purposes. Who better than the stars from social networks, especially young people, who can accomplish the difficult task of creating an interesting, shareable content that at the same time speaks for (and with) the brand? We will discuss this by comparing different points of view to understand how this new tool is evolving and making more and more space in communication.

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10:45 - 11:30 | Dome - IF! Story

WIRED (R)EVOLUTION

With Omar Schillacci (Vice Direttore di Wired Italia), Massimo Pitis (Art Director Wired Italia) e Annalisa Procopio (Marketing Manager Wired italia)

The world of publishing has been searching for years for new avenues and new ideas to resist and react to the crisis. Wired has not only chosen to change to but to evolve and to grow, betting everything on its own DNA, the digital form. For example, by transforming the paper publication into a Bookazine able to win the most prestigious ‚ÄúMagazine of the year‚ÄĚ award at the last SPD, but also by creating and developing Wired Next Fest, the largest Italian event dedicated to the culture of innovation. An ecosystem in which every asset nourishes and is nourished in turn by the other two. A true publishing revolution.

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10:45 - 11:30 | Motherboard - IF! Talk

HORIZON. THE NEW PARADIGM IN THE RELATIONSHIP BETWEEN SUPPLY AND DEMAND INSIDE THE CREATIVITY.

With Michelangelo Tagliaferri (Founder e Responsabile Scientifico Fondazione Accademia di Comunicazione)

What is roleplay in the relationship between society, creativity and technology? Where is the player for demand, and who is the one for the offer? The upturning of economic rules for better communications and a technology which is truly at the service of the environment and society.

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11:00 - 11:45 | Google Lounge - IF! Talk

YOUTUBE’S CULTURAL INFLUENCE BY Google

With Fabio Vaccarono (Managing Director Google Italia) and Salvatore Sagone (ADC Group President)

With billions of views per day, YouTube has contributed to eco-change how people enjoy video content and participate in the creation of a global community. This transformation and the constant technological innovation of the platform are the subjects of attracting attention from the entire advertising industry. Fabio Vaccarono and Salvatore Sagone will discuss the role of YouTube as a cultural reference point and the new communication opportunities that opens up for brands.

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11:00 - 12:30 | Lab - IF! Lecture EXTRA PASS EVENT

DREAMING OF CORTO MALTESE, 10 MOVES TO GET TO THE (NERD) HEART OF THE READER

With Cristiano Spadavecchia (Comics e Storyboard Artist)

For the series of IF! dedicated to the arts and crafts, where to start for … a lesson with Cristiano Spadavecchia, to learn how to create comic strips. A lesson open to all to learn how to tell great stories starting from a comic strip.

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11:00 - 12:30 | Factory - IF! Workshop EXTRA PASS EVENT

SOCIAL CONTENT AND DISTRIBUTION: THE BEST CONTENT AT THE SERVICE OF THE RIGHT TARGETS

By We Are Social
With Pietro Zambetti (Account Director), Alessandro Sciarpelletti (Creative Director) and Andrea Lombardi (Media & Content Distribution Director)

Which are the social platforms best able to express the value of content? And how must the correct strategy be formulated for the distribution of the same? A journey through different levels of life of contents: from the correct identification of the reference target to the efficient measurement of results.

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11:30 - 12:15 | Motherboard - IF! Story

EVERYTHING THAT WE WOULDN’T WANT TO HAPPEN IN COMMUNICATION (…AND THAT HAPPENS) AND HOW TO AVOID IT.

With Vincenzo Zampa, Gabriele Gattini e Chiara Tomei (Attori), Lucia Brandoli (Collaborazione Testi), Silvia Biraghi, Rossella Gambetti e Stefania Vitulli (International Master in Corporate Communication UCSC).

Within the 2017 IF! programme , this event wants to offer a self-ironic and irreverent point of view which stimulates advertising and marketing professionals to learn not to take themselves too seriously, to question themselves, to subvert clich√©s and the rules of the game. To teach them how to make really innovative, explosive, non-conformist, unconventional and visionary ads, this meeting, led by Labcom, puts in place a series of short episodes that first depict the ‚Äúworst practice‚ÄĚ, and then the ‚Äúideal practice‚ÄĚ for the management of topical moments for the genesis and realisation of a brand communication project. The objective is that of questioning and subverting the consolidated (bad) practices for the management of crucial meetings and show-downs between the actors involved in the planning and the management of the brand.

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11:30 - 12:15 | Motherboard - IF! Talk

HANDCUFFED

By¬†¬†Pi School ‚Äď School of Creative Entrepreneurship

With¬†Jamshid Alamuti (CEO e Co- Founder ¬†Pi ‚Äď School of Creative Entrepreneurship) and S√©bastien Brati√®res (Director of Artificial Intelligence, Translated)

This is a 30 minutes presentation and talk on a case study. The two speakers on the stage are Jamshid Alamuti and Sébastien Bratières. One Creative and one Technologist who work on bringing the two subjects (Creativity and Technology) together in order to enhance the industry and decided to experiment how it is when literally the two odds are handcuffed together and will have to deal with each other’s habits, attitudes and how to learn and adapt.

 

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11:30 - 13:30 | Lab - IF! Workshop EXTRA PASS EVENT

BRAND 3.0. THE HUGE EGO OF THE MODERN BRAND

With Gaetano Grizzanti (CEO & Founder Univisual)

Alongside psychoanalysis and psychology, branding is also a discipline which cannot claim to be irrefutable. To survive market changes in this digital era, a brand must develop an autonomous personality: detached from the product, from trends and social phenomena, embodying an ideal to deal with the emotive aspects of individuals. In presenting his theory of Brand 3.0, in this workshop Prof. Grizzanti will provide participants with the bases of modern branding, to learn how to conceive and built a brand for the third millennium, able to seduce its own public.

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11:45 - 12:30 | Google Lounge - IF! Talk

CREATIVITY 4.0: HOW TO RULE THE CONTENTS IN ORDER TO HAUL THE NEXT CREATIVE REVOLUTION

Moderate by  Massimo Romano (CEO Spencer & Lewis РPR HUB)

With Vincenzo Piscopo (Head of Branded Content CiaoPeople) and  The Jackal

With the evolution of the audiences we use as a reference, from passive to active and then interactive, the advent of new technologies and social media, the explosion of influencer and youtuber phenomenon, the world of communication and advertising, has had to understand and adapt to the change that are occurring and changing day-by-day. On the other hand, the creativity world has always tried to anticipate time by creating real “revolutions”, so important that they might change an entire field. We have identified 3 creative revolutions, each, occurred listening in advance of what was changing in the habits and expectations of the public. Harmlessly, we have overcome them and now we have come to the fourth creative revolution, where content management, media integration, and involvement and interaction strategies will make the difference. The Creative? It remains a key and essential role for the team, but it will be reinforced by new professional figures in order to guide the industry towards new challenges.

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11:45 - 12:30 | Google Lounge - IF! Talk

INFLUENCER MARKETING: INSTRUCTIONS FOR USE AND NEW CHALLENGES

With Stefania Casciari (Country Manager Italia per Pulse Advertising)

By now it is known fact that everything that bloggers touch becomes gold and more and more companies decide to work with them. But who are these influencers really? What is a marketing influencer campaign? And above all, how to make one a success?

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11.30 - 12.15 | Dome - IF! Talk

THE UNSKIPPABLE FUTURE OF VIDEO by Google

With Ben Jones (Global Creative Director Google)

Attention is in the midst of rapid evolution‚ÄĒwe‚Äôve added an hour a day of screen time in the last year alone, and show no signs of slowing. ¬†But the stories we tell are not evolving at the same rate. We say people have the attention spans of goldfish, and yet they‚Äôll spend 8 hours binge watching content they love. We say they hate ads, and yet great ads get millions of views overnight, and are liked, shared and responded to as much as any ‚Äėcontent‚Äô. What‚Äôs the real story? ¬†How do we need to change our stories to connect to the evolution of customer attention? ¬†With more than 50 experiments under our belts, our Unskippable Labs team is starting map emergent behaviors that can help your brands tell better stories. ¬†We‚Äôll share what we‚Äôve learned with everyone from the Hollywood studios to the CPG giants, and what we see coming over the horizon.

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12:15 - 13:00 | Motherboard - IF! Talk

DIGITAL TRANSFORMATION & A NEW KIND OF MARKETING TALENT by DoubleClick

With Shuvo Saha (Google Digital Academy Director)

 

What are the biggest challenges facing organisations today as they try to re-shape themselves for a digital world empowered by AI and machine learning? What lessons can be learnt from Google’s own business about tackling these challenges? And, in particular, what must be done to evolve the people and talent in the marketing industry? Shuvo will share lessons learnt from the Google Digital Academy’s work with many organisations across EMEA.

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12:15 - 13:00 | Dome - IF! Story

SHARING DREAMS: NEW COMMUNICATION PROJECT OF INTESA SANPAOLO IN A CONTINUOUS EVOLUTION SCENARIOS

By Intesa Sanpaolo

With  Fabrizio Paschina (Communication Advertising and Web Intesa Sanpaolo)

Fabrizio Paschina, will tell us about the new campaign and its heros: Manuel Agnelli, The Cords, Sigmund Freud, Jovanotti, Dope Lemon, don Gino Rigoldi …

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12:15 - 14:45 | Motherboard - IF! Interview

MANIFATTURA 4.0: INNOVATION GOES THROUGH FABLAB

Moderate by  Marco Mancuso (Critic, Curator and Teacher) 

With Zoe Romano (Co-Founder WeMake)

Zoe Romano, co-founder and co-director of WeMake in Milan, is a theorist and entrepreneur in the world of open fashion and fabbing, with years of experience at national and international level in the context of fabrication and its possible application at artistic, commercial and cultural levels. In this meeting, Zoe Romano will debate with Marco Mancuso, talking about the present and future of technologies such as 3D printing, Arduino and robotics: what impact these have had in the course of the last 5 years and the possible directions they might take, how creative staff and companies might relate in a more constructive manner with maker spaces. In the light of the experience of WeMake, what mutual advantages and how, in particular, creative staff and artists might develop their productions in new supply chains which include universities, research centres and large markets in the fields of marketing, culture and innovation.

 

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13:00 - 13:45 | Dome - IF! Talk

TED: THE GREAT GLOBAL MACHINE OF IDEAS

Moderate by François de Brabant (Businessman) and Catherine de Brabant (Creative Strategist)

With Maurizio di Robilant (businessman) and Gianantonio Locatelli (businessman)

TED stands for Technology, Entertainment and Design: three broad areas that, together, are creating our future. TED is a non-profit organization that aims to share “ideas that deserve to be widespread”. Started in 1984 as a four-day conference in California, but, with time, it has become an annual event to discuss new ideas in all areas of human creativity and innovation. All of the speakers’ contributions are filmed and collected on the TED website, which is now considered, as put by The Economist, “the great global machine of ideas”. TEDx is created in the spirit of the TED mission. The program is organized to give individuals the opportunity to stimulate dialogue at a local level. Since 2012, TEDxMilano, has been in charge of Fran√ßois and Catherine de Brabant. There will be two speakers from past editions: Maurizio di Robilant who will present ” Italia Patria della Bellezza ” and Gianantonio Locatelli with “Il mago della Merda”.

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13:00 - 13:45 | Motherboard - IF! Story

THE TAC BECOMES POP! “Show exhibit” as brand language

By  FEELROUGE Worldwide Shows

With Claudio Sbragion (Executive Creative Director РFEELROUGE Worldwide Shows), Florian Boje (Gio Forma Studio Associato Concept & Design) e Mauro Belloni (Curatore Contenuti)

How do you make POP a pharmaceutical product?How do you decrease the anxiety effect of a story that revolves around topics such as patient, prevention, and diseases?By overturning the paradigms of the story, using an imaginary dense of color, recalling figurative arts and working in a way to simplify messages and themes. That’s how the FeelRouge Worldwide Shows has designed and produced “THE BEAUTY OF IMAGING”, a diagnostic exhibition, Gruppo Bracco, to celebrate its 90th birthday.A journey to discover complex issues, usually focused on workmen, adapted and made useable for a wide and transversal audience such as the Triennale di Milano.

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13:00 - 14:00 | Lab - IF! Learning Lunch EXTRA PASS EVENT

RECOMMENDATIONS TO TAKE OUT YOUR NOVEL FROM THE DRAWER

With Silvia Donzelli (Literary Agent)

Do you have a novel hidden in the drawer and you have never had the courage to think about publishing it? A chat with literary agent can help you understand how and if you can turn your art into a real craft. This workshop does not include the entrance to the festival, which must be purchased separately.

 

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13:00 - 14:00 | Factory - IF! Learning Lunch

EXOSKELETRY AND ROBOTICS, A NEW HISTORY TO BE TOLD. IDEAS FOR AN EFFECTIVE STORYTELLING.

By COMAU

With  Simona Tesio (Brand Manager) and Gaia Salvadore (Product Manager)

In the last decades, the exoskeletons have been developed mainly for biomedical applications. At the same time, industry revolution, 4.0, is transforming the way of thinking and acting of a company, placing man at the heart of the industrial process, considering ergonomic factors and environmental sustainability. Today, new technologies are being developed to support specific day-to-day operations at factories. Like the innovative COMAU exoskeletons, designed to help the man in the work and help him in the hardest tasks. During the first of two learning lunches *, dedicated to creativity, you will discover an Italian history of advanced technology and you will wear a robotic hand-held and you will face a challenge: communicate, creatively, COMAU’s exoskeletons. Future is made by creativity. Match yours with our technology.

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13:00 - 14:30 | Google Lounge - IF! Learning Lunch

THE CHANGING NATURE OF ATTENTION by Google

With Ben Jones (Global Creative Director Google) and Marianna Ghirlanda (Head of Creative Agencies Google)

Talk with the head of Google’s Unskippable Labs about their latest experimentation and its implications for creative effectiveness.

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13:00 - 14:30 | Factory - IF! Learning Lunch

EXECUTIVE CREATIVE SUMMIT

By The One Club for Creativity

With Tony Gulisano (Global Chief Growth Officer, The One Club for Creativity) and Kevin Swanepoel (CEO, The One Club for Creativity)

 

The One Club for Creativity’s Executive Creative Summit brings together top-level leaders from around the globe to discuss the issues that affect their businesses, far beyond the scope of creativity, providing a rare opportunity to exchange ideas in a confidential setting.

The key goal is to foster open dialogue between top creatives who have started agencies and who are running creative departments and managing the “business side of a creative agency.” Due to the exclusive nature of this day-long event, attendance for the Executive Creative Summit is reserved for industry founders, CCOs and managing partners, and the attendees should represent a diverse background of leaders, from independents to networks. No live streaming, no recordings, no press, no pitches, no tweets, snaps, grams or posts. Just intimate and honest closed door conversation with some of the most successful creative professionals in the industry.

 

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13:15 - 13:45 | Motherboard - IF! Talk

SPEED OF FEED, SPEED OF PEOPLE

With  Cédric Atlan (Director of Creative Shop, Facebook Southern Europe)

Technology is impressive, but people are amazing. This presentation explores the way technology is catching up with the speed of people and what that means from a creative perspective when building ideas for feed. We’ll share how to start to think about consumer behaviors around mobile content consumption. We’ll also celebrate real examples of campaigns and share framework and tips to unlock the opportunity for big ideas to land on Facebook and Instagram platforms.

 

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14:00 - 14:45 | Dome - IF! Talk

HOW CAN YOU MAKE YOUR CREATIVE AGENCY FUTURE-PROOF? by Google

With Pedro Pina  (Global Client Partner Google)

I started my career as a client and mid-way I switched to the creative agency side. I know how it feels to be on both sides. I am now at Google helping some of the largest global brands in the world and their agencies tame the web. I witness the struggle, the tension but also the excitement.

If I was going to open a creative agency today, I would do a serious re-think.

I would shape an organization with skill & will to delivers creativity that is born out of a passion for data.

In itself data is meaningless. With creativity applied, it can be a limitless source of insights and a trigger for mind-blowing art. You can look at data as a threat. Or you can look at data as inspiration. I prefer the latter, because data simply shows you what human beings are feeling, doing and thinking about.

Isn’t that the raw material a creative agency craves for?”

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14:00 - 14:45 | Motherboard - IF! Talk

ADVERTISING IS DEATH. THANK GOD COMMUNICATION IS ALIVE.

Moderate by Salvatore Sagone (President ADC Group)

With Enrica Banti (Head of External relations Huawei), and Alfredo Accatino (Direttore Creativo & Partner Filmmaster Events), Andrea De Micheli (President Casta Diva Pictures ), Nicola Novellone (Head of Brand & Advertising, Vodafone)

The mechanics of events or, better yet, of live communication, is increasingly more strategic in creating brand experience. Agencies and companies weight up about the dynamics of engagement between physical and virtual worlds.

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14:00 - 14:45 | Dome - IF! Story

SUBDVERT THE LANGUAGE OF THE ENTERTAINMENT WITH THE BRAND HELP:

Bertolino tells when the branded Entertainment can also make culture.

Moderate by Alessandra Lanza (Consulente Comunicazione, Comitato Organizzatore e Responsabile Contenuti IF!)

With Enrico Bertolino, Paolo Teoducci (Direttore generale di Fondazione TIM), Matteo Scortegagna (CEO&Founder Zerostories)

Enrico Bertolino tells how the entertainment product can also become a Brand Communication tool for its own values while at the same time promoting culture and information. This type of program represents a new form of communication that approaches two different worlds, Brand and Publisher, who can find a balanced contact point between content and communication.

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14:00 - 15:00 | Lab - IF! Learning Lunch

EXOSKELETRY AND ROBOTICS, A NEW HISTORY TO BE TOLD. IDEAS FOR AN EFFECTIVE STORYTELLING.

By COMAU

With Simona Tesio (Brand Manager) and Gaia Salvadore (Product Manager)

In the last decades, the exoskeletons have been developed mainly for biomedical applications. At the same time, industry revolution, 4.0, is transforming the way of thinking and acting of a company, placing man at the heart of the industrial process, considering ergonomic factors and environmental sustainability. Today, new technologies are being developed to support specific day-to-day operations at factories. Like the innovative COMAU exoskeletons, designed to help the man in the work and help him in the hardest tasks. During the first of two learning lunches *, dedicated to creativity, you will discover an Italian history of advanced technology and you will wear a robotic hand-held and you will face a challenge: communicate, creatively, COMAU’s exoskeletons. Future is made by creativity. Match yours with our technology.

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14:00 -18:30 | Motherboard - IF! Workshop EXTRA PASS EVENT

THEATRICAL TECHNIQUES FOR CREATIVE PRESENTATIONS.

With Marco Filatori (Founder Teatro del Battito)

The course covers some of the basic techniques used in theatrical activity to make presentations more effective, especially creative ones, allowing participants to discover their own ideal style of presentation, trying to minimise possible weaknesses. Through group and individual work, and also with the use of video recordings, we will try to make participants aware of movement in space, voice management, stage presence, the principle of interpretation and the control of diction. The course will take place on the stage of a real theatre and will be limited to 10 participants per session. The course is aimed at all agency personnel (creative, senior account, agency managers) who, in the course of their activity, are personally required to present ideas to their own clients, whoch require the use of comprehension and identification. Participants must bring a campaign script to be used for presentation simulations. Participants are advised to wear comfortable clothes like a track suit and to bring a change of shoes. Video recordings will be done directly on the participant’s smart phone and will be for their own exclusive use.

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14:30 - 16:00 | Lab - IF! Lecture EXTRA PASS EVENT

AND THEN THERE IS MURDER. NOTES BY A SERIAL CRIME WRITER

With Aldo Costa (Mystery Writer)

For the series of IF! dedicated to the arts and crafts, where to start for … a lesson with Aldo Costa, to understand how to write a crime story. A lesson open to all to learn how never to miss a clue.

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14:30 - 16:30 | Factory - IF! Workshop EXTRA PASS EVENT

CONVERSATIONS WITH A HOUSE: USING CHATBOT FOR FACEBOOK MESSENGER

By Officine Innesto/Casa Jasmina

With Davide Gomba

IoT, Chatbot, Physical Computing, Digital Fabrication are topics that in the last few years have been the focus of investment and have attracted the attention of the media. Through a theoretical path, it will be possible to understand what chatbot is, on which platforms it is possible to use it and what are its uses. Specifically, the topic of chatbot for Facebook Messenger will be covered in depth.

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14:45 - 15:30 | Motherboard - IF! Story

PRIME MATERIAL

With Andrea Trimarchi and Simone Farresin (Designers and Founders of Formafantasma)

It is without a shadow of a doubt the study of Italian product design that has stimulated, in the last 5 years, the greatest attention by critics and professionals at international level. The work of Formafantasma explores questions such as the role of design in popular craftmanship, the relationship between tradition and local culture, critical approaches for sustainability and the meaning of objects as cultural channels. In this meeting the bridging role between craftsmanship and industry will be debated, and the constant research for a critical and conceptual design through their work. We will be told how it is possible to work today in a creative way between market and culture: how commissions for Fendi, Max Mara-Sportmax, Hermes, Lexus and Flos, among others, go alongside the acquisition of their products for permanent collections in museums such as MoMA in New York, the Victoria and Albert Museum in London, the Metropolitan Museum in New York, the Chicago Art Institute, the TextielMuseum in Tilburg, the Stedelijk’s- Hertogenbosch, MUDAC Lausanne, the Mint Museum of Craft and Design in North Carolina and the MAK Museum in Vienna.

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14:45 - 15:30 | Motherboard - IF! Talk

DISOBEDIENCE AND CREATIVITY

With Igor Sibaldi (writer) and Monica Lazzarotto (Youmark director)

To create, it is known, means adding something to something that is already there. It works best for those who are dissatisfied with what is available, who want different things and think differently from the others and feel restricted by those rules that others seem to find necessary and normal. So, creativity and disobedience go hand in hand. It is an ancient discovery, which even finds place in all the main religions. Today, the most interesting theories of creativity aim to discover the dynamics of disobedience and the way to activate them consciously, without fearing the conflicts that might derive from them. In this meeting with Igor Sibaldi and Monica Lanzarotto, managing director of Youmark, we will talk about these dynamics, from which to draw very fruitful indications in every field of action of our contemporary society.

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14:45 - 15:30 | Dome - IF! Story

CG EVOLUTION…OR HOW THE OSTRICH LEARNT TO FLY

With Stefano Salvini (Operational Head of CG and Design at MPC Advertising)

 

Immerse yourself behind the scenes of MPC’s specialist creature group, MPC Life. Gain insights into their outstanding creative and technical expertise in bringing a menagerie of photo-real CG creatures to life. And above all experience what really makes the difference in the pursuit of total realism and emotional audience engagement. Focusing on their most iconic work, including the multi-award winning Samsung ‚ÄėOstrich’, the session will explore the evolution of their creative and technical solutions to ever more challenging CG creatures. Learn how the team has risen to the ultimate challenge of creating photo-real feathered creatures and discover that ostriches really can fly after all‚Ķwith a little magic from their friends at MPC.

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14:45 - 15:30 | Dome - IF! Talk

HOW TO NOT LOSE YOUR MIND IN THE CREATIVE BUSINESS

With Frederik Andersen  (CEO, VICE Scandinavia at VICE Media)

Over the past 20 years, VICE has transformed the media landscape, and now its in-house agency VIRTUE is shaking up the creative agency model. The CEO of VICE Scandinavia explores how creativity with a purpose is one of the most powerful agents of change, and why it’s essential to your mental health to stay culturally relevant – no matter what audience or client you cater for.

 

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14.00 - 14.45 | Motherboard - IF! Story

PHANTASMAGORIA

Moderate by Marco Mancuso (Critic, Curator and Teacher)

With Virgilio Villoresi (Film Director)

The screening of works by the master.

Virgilio Villoresi has for some years been recognised as one of the greatest directors in Italy in the field of advertising and musical videos. His authoritative style, educated, always elegant and rich of visual phantasmagorias, has guaranteed him absolute prestige in the national directing landscape. Using primarily the stop motion technique, enriched by the careful and measured use of a series of other analogic techniques derived from pre-cinema traditions, Virgilio Villoresi has interpreted a unique career that, alongside his artistic research, has led him to work for great brands such as Valentino, Moleskine, Sammontana, Fendi, Dsquared2, Monclear, Bulgari, and for great musicians such as Vinicio Capossela, Riva Starr and Blondie Redhead, among others. At IF!, under the curatorship of Marco Mancuso, Virgilio Villoresi will introduce a very rich selection of videos of his commercial work: an event planned like the projection at a film festival, with the opportunity to talk with the author and an amazing final surprise…

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15:00 - 15:45 | Google Lounge - IF! Talk

VERBA MANENT by GOOGLE

With Paola Marazzini (Agency  &  Strategic Clients Director di Google Italia) and Paolo Iabichino (Chief Creative Officer di Ogilvy & Mather Italia).

Paola Marazzini and Paolo Iabichino will explain us how communication today contributes significantly more to the building of brand personality, but above all to the reputation and consensus needed to remain on the market in the near future.

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15:00 - 16:30 | Factory - IF! Lecture EXTRA PASS EVENT

TIMESTORY, TIMELESS GRAPHICS

With Lorenzo Petrantoni (Illustrator and Collagist)

For the series of IF! dedicated to the arts and crafts, where to start for … a lesson with Lorenzo Petrantoni, to learn how to give life to contemporary images and stories, in simple strokes, also drawing from the past.

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15:00 - 16:30 | Lab - IF! Workshop EXTRA PASS EVENT

THE CREATIVE BUSINESS ADVISOR

By Berlin School of Creative Leadership

With Stuart Hardy (Director of Executive Education, Berlin School of Creative Leadership)

 

This short but impactful workshop explores, and provokes participants, to consider a client centric approach to driving ‚Äėcreative business results‚Äô. Creatives who reinvent themselves in the search for a robust value proposition – are the consultants of the future. This is not the world of McKinsey and Accenture – this is the world of consumer driven, impactful creatives who have the passion and insight to challenge old rules , client mindsets – and the business paradigms of the past. They want to put creativity ‚Äėon the client map‚Äô..not as a craft but as a strategic innovation driver. Participants will leave with a sense of direction in a consumer led world – and a personal roadmap for the part they want to play..

 

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15:00 - 16:30 | Google Lounge - IF! Talk

#INSPIRED BY DATA: TRAVEL INSIDE THE CREATIVE SOLUTIONS IN THE DATA ERA

Moderate by Luca Bistrattin (Doubleclick Creative Sales Specialist) 

With Leonardo Ventura (Web Technology Manager, GMG+ Production) and Patrick Voelcker (DoubleClick Creative Solution Consultant РGermany)

An event rich in examples and contents to illustrate how creative processes can benefit from the abundance of data available in any context and industry. Non just only Programmatic Buying but also, and in particular, Programmatic Creative.

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15:30 - 16:15 | Dome - IF! Talk

IGNORING BOUNDARIES

Moderate by Paolo Ferrarini (Researcher, Professor, Editor)

With Patricia Urquiola (Designer) and Federico Pepe (Advertiser, Artist,  Graphic, Designer, Videomaker)

A dialogue between Patricia Urquiola e Federico Pepe, temperate by Paolo Ferrarini about the trepassing between art and design as practice of the new culture of the project.

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15:30 - 16:15 | Motherboard - IF! Talk

ARTIST LOGOTYPE

With Luca Barcellona (Calligraphic Artist)

Calligraphy is the art of tracing writing in an elegant, regular and ornate form. And Luca Barcellona is one of the greatest representatives of this at national and international level. Able to reconcile the manual dexterity of an ancient art such as handwriting with the languages and instruments of the digital era, Luca Barcellona comfortably overlaps different projects and contexts. From more artistic ones, to handwriting performances, and more commercial contexts: much of his work for brands such as Carhartt, Nike, Mondadori, Zoo York, Dolce&Gabbana, Sony BMG, Seat, Volvo, Universal, Eni, and his publications; among the latter, a special in the American magazine ‚ÄúLetter Arts Review‚ÄĚ, ‚ÄúCalligraphy and Graphic Design‚ÄĚ by Marco Campedelli, and books such as ‚ÄúPlayful Type 2‚ÄĚ, ‚ÄúLos Logos 5‚ÄĚ and ‚ÄúArabesque 2‚ÄĚ, published by Gestalten. In this meeting, Luca Barcellona will show us some examples of his incredible technique, and will talk to us about his work, his relationship with different markets and the possible future of handwriting.

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15:30 - 16:15 | Dome - IF! Show

IN THE LIONS’ CAGE

By Nicola Lampugnani (Vice Presidente ADCI, Comitato Organizzatore e Responsabile Contenuti IF!)

With Graziana Pasqualotto (OMD Managing Director), Gianfranco Mazzone (Managing Director di Burson-Marsteller Italia) and Michele Picci (Creative Director DLV BBDO)

Nicola Lampugnani interviews three judges from the last Cannes Festival, to understand the logics and dynamics of the most important event for the advertising industry.

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15:30 - 16:15 | Motherboard - IF! Talk

THE IMPORTANCE OF COMMUNICATION AT THE TIME OF NEW HEROES

With Oscar Di Montigny (Direttore Marketing, Comunicazione e Innovazione di Banca Mediolanum)

Do good and do it well, make your own life a gift, and make this gift something significant to the whole. These are the principles of my Personal Branding business and what I’ve called “Economics 0.0”. A sustainable economy that expresses the ability to exist together, in relation to everything, and not just as a part of itself. An economy based on creative cultural capital, based on transparency, gratitude and responsibility. And above all on Love, which I call the “economic act of excellence”. Keeping in mind, then, the fundamentals of Marketing of the Future that are Humanity and Social Responsibility. Companies will have to be able to share values as well as products, “customers will not want to buy something from you but experience yourself.”

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15:30 - 17:30 | Lab - IF! Workshop EXTRA PASS EVENT

ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING IN RELATION TO CREATIVE INDUSTRY

By¬†Pi School ‚Äď School of Creative Entrepreneurship

With¬†Jamshid Alamuti (CEO e Co- Founder di Pi ‚Äď School of Creative Entrepreneurship)¬†and¬†S√©bastien Brati√®res (Director of AI at Translated)

This interactive workshop is targeting middle and top leaders of creative industry who seek the right move and strategy to enhance their organizations through the right integration of technology. Digital Transformation, Creative Consulting and similar are becoming most used buzz words for institutions to sell their traditional concepts. To identify and nail the right strategy, Creative Leaders need to connect with what’s the Unknow to them, to lose the fear and to better realize how to put Technology in motion as an instrument. The two facilitators and content providers of this workshop plan to serve some key information and run guided group simulations to explore the topic hands on.

 

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16:15 - 17:00 | Motherboard - IF! Talk

‚ÄúTHANKS TO ME‚ÄĚ. THE MIRACULOUS PASSING OF GROUP WORK

With Paolo Troilo (Artist)

As a subversive act of the unique and irrepressible thought, as a declaration of independence of ‚Äúvisionaries‚ÄĚ, I believe that every creative professional must honour the privilege of his ability to communicate empathically, by dedicating part of his work at least once a day (like when doctors used to advise to drink a glass of tepid water, perhaps with lemon, or a slice of ginger, every morning after waking up) to a personal, self-emphatic, solitary, selfish, cynical and sincere imaginative intervention aimed at improving the human condition. Starting with one‚Äôs own. But I hope (for him and for everyone) that he manages to do that only once in his life…

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16:15 - 17:00 | Dome - IF! Talk

SEX TALKS. IdeasWorthSquirting

With  Sergio Spaccavento (Creative Director Conversion) and Franco Trentalance (Actor and Writer)

Franco Trentalance, former porn star, and Sergio Spaccavento, advertising creative director, will discuss the use of sex in communications and advertising. They will explain, without pomposity, why sex is so important and whether it can really sell. They will then discuss in depth what are the dangers and deviations. For clarification, it is advised that neither will undress due to prior agreement with the festival organisation.

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16:15 - 17:00 | Motherboard - IF! Interview

THE PUBLIC WRITER

With Luca Sofri (Founder and Director Il Post, Artistic Director FLA of Pescara) e Sandrone Dazieri (Writer and Screenwriter)

A conversation, a two-way confrontation on stage where Luca Sofri will interview a writer to talk about how to organize a book promotion, featuring presentations and participation in the Festival. Two point of view: the guest who chooses to attend a Festival and the organizer – where this Sofri case will speak (also) of the #FLA – Pescara Literature Festival and other things that will tell how the meetings with the writers within a Festival.

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16:30 - 17:15 | Google Lounge - IF! Story

OVER THE RAINBOW – WHEN ADVERTISING IS INCLUSIVE

With Francesca Vecchioni (President and Founder, Diversity) and Chiara Reali (Head of Research, Diversity)

According to Nielsen’s Global Survey Women & Diversity, conducted on a sample of more than 31,000 individuals in 63 countries in 2016, 1 italian on 2 is more likely to buy advertised brands through a communication-focused attention to diversity.

The story of inclusion in the world of advertising is in fact paved with good intentions …

Through a series of Italian and international case histories, Francesca Vecchioni, creator of Diversity Media Awards and Diversity Brand Awards, will tell how to communicate inclusive and effective communication.

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16:30 - 18:00 | Lab - IF! Lecture EXTRA PASS EVENT

HOW TO WRITE A SONG (NOT NECESSARILY A HIT)

With Rocco Tanica

For the series of IF! dedicated to the arts and crafts, where to start for … a lesson with Rocco Tanica, to learn to write a song. A lesson for all, take book and notebook with you. Who should not sit in the first row?

 

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16.15 - 17.00 | Dome - IF! Story

SONAR+D: WHERE TECHNOLOGY AND CREATIVE MEET

With Josè Luis de Vicente (Sonar+D Director)

How to define Sonar+D? For those who still don‚Äôt know it, it is simply the most important event in the world for everyone interested in creativity and technology. And the possible relationship with companies, agencies and the markets: contemporary and future ones. Jos√® Luis de Vicente, well known curator and critic, is the artistic director at the Barcelona’s legend, the offspring of the celebrated electronic music festival Sonar. Sonar+D is a veritable conference dedicated to creative technologies that this year have included more than 100 activities, 180 performances and around 5,000 recognised professionals from 2,100 companies and 60 countries. Over 4 days, this event, unique in the world, has brought together important people and projects which will define the future of design, music and creative technologies. We will talk of this in this meeting, for the first time in our country, to understand how creative people, curators, research centres, entrepreneurs and start-ups can share ideas and projects.

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17:00 - 17:45 | Motherboard - IF! Talk

BRANDED CONTENT & ENTERTAINMENT, NOT ONLY INVOLVEMENT

Moderate by Nicola Zonca (Direttore Responsabile Brand News)

With¬†Cristina Gusmini (Group Brand Manager Heineken¬ģ and Desperados)

How to stand out in a landscape where all brands, today, claim to tell their own story through content? How to align branded content and entertainment with business objectives? How can the results be measured? As ‚Äúcontent‚ÄĚ can mean everything and nothing, how can opportunities and the most coherent and strategic contexts be identified? Brand News has asked a number of companies investing in advertising and will publicly discuss this with some important marketing and media managers.

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17:00 - 17:45 | Google Lounge - IF! Talk

TALKS THE POWER OF WHERE

By Waze

With Dario Mancini (Waze Country Manager, Italy) and Andreas Toscano Mielenhausen (Google Creative lead, UK, Italy, Spain & Turkey)

Human behaviour patterns can be revealed through location data and possessing an understanding of these patterns can be quite powerful when applied correctly. They allow us to uncover new truths about the world which can have significant impact on things that matter. Hear real-world examples of how navigation data has been used to help brands uncover new truths about their users and solve their business issues.

 

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17:00 - 17:45 | Dome - IF! Interview

THE “CASUAL” REVOLUTION OF MARCO BOGLIONE

Moderate by Davide Boscacci (Comitato Organizzatore e Responsabile Contenuti IF!)

With Marco Boglione  (Founder and President BasicNet Group)

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17:00 - 17:45 | Motherboard - IF! Roundtable

ART E DIGITAL DESIGN TO PLAN THE BRAND INTERACTION

By Souldesigner Hybrid Design Studio

Moderate by Roberto Pisoni (Head of Sky Arte HD) and Samuele Franzini (Souldesigner Hybrid Design Studio)

With Gregorio De Luca Comandini, Mauro Pace (NONE Collective), Fabio Franchino (TODO) e Paolo Rigamonti (Limiteazero)

The art and the design may have a key role on the way that customers interact with the brand. The meeting put together some italian interaction designers in a speach with Dino Vanini, Marketing Manager of Sky Arte HD and Samuele Franzini, founder of Souldesigner Hybrid Design Studio that take care of the event. The goal is to make clear from the comparison the possibility and the critical points in the develop of projects that use interaction design and the languages of the art of technology matrix to translate the needs of the brand and find together the possible solutions and shared working methods.

 

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17:00 - 17:45 | Dome - IF! Round Table

THE BODY OF WOMEN BETWEEN TV, ADVERTISING, NEW MEDIA AND POLITICS

Moderate by Alessandra Lanza (Communication Consultant, Organizing Committee and Content Manager IF!)

With Giovanna Cosenza (Semiologist and Professor at the Department of Philosophy and Communication of the University of Bologna) and Laura Carafoli (Senior Vice President РChief Content Officer Discovery Southern Europe)

Italy is a country where the dichotomy between female and male roles in the professional field is still very present, not to mention how it is “talked about” by mass media and advertising, or how it emerges from the contexts of politics. Yet, there are many women who play important roles in our society, both at managerial and cultural levels, in the fields of communication and creativity, in sports and science, in public administration and in legislative contexts. The way in which the “body” of a woman is told by the internet, social networks and television is, however, often ambiguous: on the one hand the woman is described as the object of desire, on the other is painted as a virgin in her career, sometimes she is a mother sometimes a demon, often victim of too much violence or forced by laws written and imposed by men. How does culture and the media in our country then shape the woman’s “body” today? They will talk about this much more, Giovanna Cosenza, semiologist and professor at the Department of Philosophy and Communication of the University of Bologna, and Laura Carafoli, Senior Content Officer Discovery Southern Europe, moderated by Alessandra Lanza.

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17:00 - 18:30 | Factory - IF! Workshop EXTRA PASS EVENT

LITTLE POCKETBOOK MANUAL

By Bottega Miller

With Matteo Bellizzi (Film Director, Co-Founder Bottega Miller)

For the series of IF! dedicated to the arts and crafts, where to start for … a lesson with Matteo Bellizzi, to learn how to shoot a video. In a short time our mobile phones have evolved to take better and better videos and photos. What about us? Are we sure we understand the language of images? Some advice for all and a couple of tricks to improve our visual communications.

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17:00 - 18:30 | Lab - IF! Workshop EXTRA PASS EVENT

FAST TRACK TO BRAND ME!

By Berlin School of Creative Leadership

With Stuart Hardy, (Director of Executive Education, Berlin School of Creative Leadership)

 

In the ever increasing search for Client Value – what part do I play? – what is my Role?- and How do I measure my success? Sharp, emotionally intelligent creatives are questioning their personal value and how they can harness, personality, values, skills and style to their best advantage – as the war for the best talent rages. ‚ÄėBrand Me‚Äô takes a blunt look at personal value – it‚Äôs sources – its mechanisms, channels and deliverables. This short provocative workshop is designed to hold up a personal mirror using tools and techniques in a novel way to explore personal worth at many levels. It’s a must for those wanting to orientate their career development. Participants will leave more focused with an innate sense of their personal contribution to work and personal life.

 

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17:00 - 19:00 | Factory - IF! Workshop EXTRA PASS EVENT

CREATIVE RETOUCHING AND COMPOSITING: HOW TO MAKE A HIGH-IMPACT IMMAGINE, VISUALLY. CASE STUDY, TECHNIQUES AND WORKING FLOW

With Fabio Timpanaro (Digital Artist e Adobe Stock Influencer)

The Adobe Stock workshop will focus on advanced topics and techniques used in the digital imaging industry: production and management of resources, workflow, composing techniques, tricks and secrets to best achieve high-impact images for the publishing world, advertising and digital art

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17:15 - 18:00 | Google Lounge - IF! Story

DESTINATION FUTURE: NUOVI SUONI E MERCATI AFRICANINEW SOUNDS AND AFRICAN MARKETS

Moderate by  Dino Lupelli (Founder Elita e Linecheck)

With Claudia Galal (Writer and Music Journalist) and Matteo Saltalamacchia (Creative Director MONDO)

The numbers of the youtube shows of the Pop star African count to tens of millions and sometimes approach the billion, far away light years from productions such as Italians. But the perception of African sounds and markets is often distorted from the European point of view, precisely because of its cultural distance.

What does Europe’s endless African production come from? What can be a general map for orientation? Music Listening, Dance, Intellectual, Popular, Rich, Poor, International, Regional, Undergrund, Mainstream, etc. Are African market productions interpretable with European consumer categories? How do the new sounds from the African consumer’s point of view appear?

We talk about it with two enthusiastic interpreters of the phenomenon that will give us some insights to photograph the current scene:

Claudia Galal is the author of the book ‘Cairo Calling: the underground in Egypt’ and a music reporter: he knows and tells African music coming to us from Europe, from experimental and intellectual sounds to hybrids with Western underground club culture to big Pop icons and more commercial productions.

Matteo Saltalamacchia is creative director of MONDO, the intercultural club situation proposed by Buka; has returned from the ghetto of the 2000 immigrants of Borgo Mezzanone near Foggia thanks to the research and awareness project ‘Radio Ghetto’ and will tell us the musical culture of tomato collectors.

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17:45 - 18:30 | Dome - IF! Talk

ALIEN IN UTERO: LA VIRTUAL REALITY NON E’ MAI STATA COS√¨ SPAVENTOSA

By Filmmaster Productions

With David Karlak (Film Director)

Filmmaster Productions introduces the director David Karlak, one of the greatest world experts in Virtual Reality, at IF! 2017. The young American director will talk about the new frontiers in VR and will disclose some of the secrets from his last project: ‚ÄúAlien: Covenant in Utero‚ÄĚ, an all-round virtual reality experience in 90‚ÄĚ. A nightmare that re-enacts the terrifying and close-up personal encounter with a Neomorph alien at the moment of its birth. Produced by Ridley Scott as a teaser for the new film in the best known Sci-fi saga in the world, ‚ÄúAlien in Utero‚ÄĚ was conceived to bring to the viewer a new and unprecedented level of virtual immersion. And David Karlak will explain to the festival public how he managed to achieve it.

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17:45 - 18:30 | Motherboard - IF! Story

VICEVERSA

With¬†Giovanni Caloro, (Film Director), Gigi Piola (Film Director), Giacomo Pozzetto (Executive Producer),¬†Giuseppe Campisi (Creative Director),¬†Gregoire Kaufmann (Direttore Marketing), Raffaello Dell’Anna (Account Director) ¬†and¬†Silvia Rubino (Actress)

We’re on the set for a commercial. An actress is tasting the product, soon after, enthusiastic, she exclaims: “That‚Äôs so good!” There is the Director, the Marketing Director for the company, the Creative Director, The Account, The Executive Producer: all are aiming to achieve the best possible result. So far everything is normal. If it weren‚Äôt that the Director is actually a Marketing Director, the Account is a true Executive Producer, the Marketing Director is a real Account … and so on. Only the actress is a real actress. VICEVERSA, is a socio-cultural-commercial experiment in the form of a theatrical piece, a sketch written by Giovanni Caloro and Antonino Valvo, that has the famous names of advertising as protagonists that will come into play to try to dispel some false myths of the world of advertising. It is all improvise and its purpose is to make us laugh by interpreting the part of the other and see things (and problems) from a different perspective: from a bite to a snack, a clapperboard‚Ķ something unexpected.

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17:45 - 18:30 | Motherboard - IF! Story

THE FASHION DESIGNER BUSINESSWOMAN

With Kristina Ti (Fashion Designer)

Cristina Tardito aka Kristina Ti, able to subvert the codes and languages of contemporary fashion, with a brand that is a jewel of excellence made in Piedmont but known all over the world. As she herself recently stated for the Corriere “model to Milan is no longer an opportunity” and in fact Kristina Ti will not spoil you during the next MFW. A decision that responds to the will of the brand to explore new forms of communication and to face new challenges. A strategy that reflects the way in which contemporary fashion is changing in relation to the new possibilities offered by the Internet, online platforms, but also from diverse collaborations with different brands. On the IF! stage, Cristina Tardito will tell us his experience in a rapidly changing world.

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17:45 - 18:30 | Sala Dome - IF! Talk

MULINO BIANCO E MOTTA. THE ITALIAN FAMILY IS NOT THE SAME ANYMORE

Moderate by Monica Lazzarotto (Director and Responsable Youmark).

With Sergio Rodriguez (CEO and Creative Director JWT Italia) and Alessandro Orlandi (Creative Director Saatchi & Saatchi)

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17:45 - 19:45 | Lab - IF! Workshop EXTRA PASS EVENT

THE WEDDING OF CREATIVITY AND TECHNOLOGY

By¬†Pi School ‚Äď School of Creative Entrepreneurship

With¬†Jamshid Alamuti (CEO e Co- Founder di Pi ‚Äď School of Creative Entrepreneurship)¬†and¬†S√©bastien Brati√®res (Director of AI at Translated)

This Workshop aims to debate and analyse the importance of merging Creativity and Technology and looks at the challenges and existing fears and resistance related to it. In a mix of provision of input and moderated group discussions, the two facilitators and experts, coming from both Creative and Technological background, enable the participants to sneak preview the future of Tech- and Data Driven Agencies. Anyone who is operationally involved or affected by this subject in their organization is the perfect participant of this highly interactive workshop.

 

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18:00 - 18:45 | Google Lounge - IF! Story

THE STORY OF STORYTELLING 2017

With Ravid Kuperberg (Partner & Trainer Mindscapes)

Storytelling formats by brands are changing all the time. In a world where content is king and every surface, device, appliance and person is a potential media platform, every brand has endless opportunities and touch points to deliver its story in an engaging interactive manner. Not just communicating a story, but rather validating it through a unique creative experience which generates content that doesn’t look and feel like advertising. Crossing the border between online and offline, using innovative platforms and the creative wisdom of the crowd. This lecture will examine recent innovative award winning campaigns from around the world, implementing effective contemporary storytelling. It will explore recurring thinking patterns embedded in these ideas and translate them into keys for attaining successful interactive-integrated storytelling.

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18:30 - 19:15 | Dome - IF! Story

FROM MAN IN THE STREET TO MAN OF THE STARS

Moderate by Stefano Monticelli (Ex-producer Black Mamba)

With Nicola Savino 

Being born in San Donato Milanese, in a middle-class family, dreaming of the radio and taking the first steps with local stations. Then the jump to Radio Deejay, following Marco Baldini, Amadeus, Luca Laurenti and Fiorello, and from there TURNING UPSIDE DOWN all expectations of who is around you: those who wanted you to be an engineer, or a pharmacist, and those who saw you as a good technician behind a mixer. And instead, something else. The future is always up to us, good and bad, and TURNING THINGS UPSIDE DOWN has always been the way to go, because the dreams and creativity found behind them start on a sheet of paper, on which Nicola always wrote everything, truly, everything he wanted. Like a letter to Father Christmas.

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18:30 - 19:15 | Dome - IF! Show

10 UNCONFORTABLE QUESTIONS TO: Morgan

Davide Boscacci (Group Creative Director Leo Burnett, Comitato Organizzatore e Responsabile Contenuti IF!) interview Morgan

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18:30 - 20:15 | Motherboard - IF! Story

THE BEST OF BRANDED ENTERTAINMENT

Screening with Anna Gavazzi (Direttore Generale Osservatorio Branded Entertainment )

A two hour show with the most exciting, most entertaining, most significant Branded Entertainment examples from the Italian and international market in the last few years.

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18:45 - 19:30 | Google Lounge - IF! Story

THE OPPOSITE INTERVIEW

Moderate by Roberto Ottolino (The&Partnership)

With Gaia Barison (Alkemy), Giulia Brugnoli (JWT), Livio Basoli (DUDE), Serena Di Bruno (GreyUnited) and Gina Ridenti (TBWA).

The interview is a crucial moment in the approach to the agency: often pleasant, sometimes bitter, is the first impact of the creative aspirant with its possible leader, but especially the first meeting of the creative director with his own possible collaborator: the center of the discussion, in fact, there is usually the need of the agency (usually, most urgent), while the needs of the candidate often go into the background. What better opportunity than the #sovvertire theme to experience then a profitable reversal of roles? Two young creators will head us into a conversation, where they will meet three well-known Italian creative directors and will submit them to the questions they will prefer to decide, at the end of the session, who would take the lead.

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18.30 - 20.30 | Google Lounge

DoubleClick Data-driven Ambassadors Graduation Party (invitation only)

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19:00 - 19:30 | Dome - IF! Show

WELCOME CEREMONY and OPENING TALK

With Nicola Lampugnani (Vice Presidente ADCI, Comitato Organizzatore e Responsabile Contenuti IF!), Emanuele Nenna (Presidente ASSOCOM, Comitato Organizzatore e Responsabile Contenuti IF!), Paola Marazzini (Agency  &  Strategic Clients Director di Google Italia).

Live Performance BAMBOO.

Opening Ceremony by ADCI, ASSOCOM, GOOGLE

The Theatre will be open at 18.00.

 

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19:15 - 20:00 | Dome - IF! Story

LE FEU SACRE’

With Andrea Stillacci (CEO, Founder  HEREZIE Group)

 

How to become the first independent communication group in Havas e Publicis.

 

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19:15 - 20:15 | Dome - IF! Interview

DIRECTORS’ BATTLE

Direct by Lele Sacchi

With  Laura Chiossone,  Iacopo Carapelli, Xavier Mairesse

Three directors in a challenge to the last spot. The public will choose the winner, with the fearsome clap-o-meter.

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19:30 - 20:30 | Dome - IF! Talk

TH_INK

With Sam Baron (Fabrica’s Design Studio Director)

The presentation will enhance the personal way to interpretate definitions of what Sam Baron assumes as essential keywords in his daily activity as creative director and designer illustrated thanks to international projects conducted both at Fabrica and in his own practice. Forty minutes conceived as journey that a creative need to do using “why‚ÄĚ as the base of the process to challenge the brief itself in order to produce a unique result that is challenging both for the designer, the client and the final user.

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19.15 - 20.00 | Motherboard - IF! Talk

COMMUNICATION BETWEEN NARRATION AND STORYTELING

With Leonardo Valente (CEO Media Beats) and Daniele Zambelli (Fondatore, Presidente e Direttore Creativo SIMMETRICO)

People can forget what you said, people can forget what you’ve done, but they will never forget how you made them feel.

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20:00 - 00:00 | Hub - IF!Show

Leo Furioso (Phenomena)

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20:30 - 00:00 | Hub - IF! Party

THE SHORTLIST PARTY

With Vicky Gitto (ADCI President) and Andrea Stillacci (ADCI Awards 2017 President)

Djset Lillo Carillo (Phenomena).

An evening to celebrate the best of Italian creativity, with the presentation of campaigns shortlisted for the ADCI Awards.

 

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21:00 - 22:30 | Dome - IF! Show

ADCI AWARDS 2017

By Lele Sacchi

Live performance Bruno Belissimo

Awards ceremony. Entrance to invitations by ADCI.

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22:30 - 00:00 | 22:30 - 00:00

Chiamatemi Anna b2b Protopapa (Eurocrash)

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23:00 - 04:00 | IF! Party - Teatro Principe TICKET HERE

DESTINATION FUTURE

By Linecheck

With IBAAKU (live) and MACE (dj set)

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9:00 - 10:30 | Lab - IF! Lecture EXTRA PASS EVENT

MAKE LAUGH TO LIVE

With Walter Fontana (Humorist, Writer and Scriptwriter)

For the series of IF! dedicated to arts and crafts, where to start for … a lesson with Walter Fontana, to learn the craft of comedy: creating characters, telling stories, imagine worlds and, sometime, getting an income from them. A lesson for all, take book and notebook with you.

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