Type of event: IF! Workshop

Speakers: Bruno Tecci  (Senior Strategy Director), Gabriele Caeti (Creative Director) e Matteo Starri  (R&I Director )

When: Tuesday 26.09

Time: 09.00 – 10.30

Abstract: But how? Is it the target that “makes” 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 “social creativity”. From the cooperation of analysts, strategists and creative people, that’s how the briefs – and therefore the campaigns – come about, briefs able to relate people to a theme, a brand or a product, setting off relational dynamics.

Nice to have: pen and notebook.

Price: 74 € + pre-sale cost

Room: Factory

Target: All

Type of event: IF! Masterclass

When:  Tuesday 26.09

Time: from 9.00 to 12.30 and from 15.00 to 18.30

Abstract: The Google AdWords Certification is a professional accreditation offer by Google to the professionals that demonstrate dimostrano proficiency using Google AdWords. The Masterclass will be divided in two parts. In the morning it will be a specific training dedicated to the basic principles of AdWords and to the base and intermediate concepts. In the afternoon there will be a training on the video advertising all around basic and advanced concept, among which the best practice to create, manage and optimize the ad campaigns video on YouTube and on the Web. During the masterclass all the participants will attend the exam to get the Google AdWords certification.

Nice to have:  pen and notebook.

Reservations: info@italiansfestival.it

Room: Lab

Target: Advanced

Type of event: IF! Learning Lunch

Speaker: Simona Tesio (Brand Manager) e Gaia Salvadore (Product Manager)

When:  Tuesday 26.09

Time: from 13.00 to 14.00

Abstract: In recent decades, exoskeletons have been developed mainly for biomedical applications. At the same time, industry 4.0 revolution 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 new models of exoskeletons, designed to help the man in the work and lift him from the heaviest fatigue.

The meeting takes place in 2 learning lunches, lunches devoted to creativity:

• Tuesday you will be able to listen to an Italian history of advanced technology and innovation, to touch hands-on robotics and to challenge: Communicate Comau Exoskeleters creatively.
•  Saturday you will present your idea, which can be chosen for the 2018 communication campaign.

Future is made by creativity. Match yours with our technology.

Nice to have:  pen and notebook.

Reservations: info@italiansfestival.it

Room: Factory

Target: All

Type of event: IF! Workshop

Speakers: Pietro Zambetti (Account Director), Alessandro Sciarpelletti (Creative Director), and Andrea Lombardi (Media & Content Distribution Director)

When: Tuesday 26.09

Time: 11.00 – 12.30

Abstract: 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.

Nice to have: pen and notebook.

Price: 74 € + pre-sale cost

Room: Factory

Target: Advanced

Type of event: IF! Workshop

Speaker: Davide Gomba, CEO Officine Innesto/Casa Jasmina

When: Tuesday 26.09

Time: 14.30 – 16.30

Abstract: 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.

Nice to have: pen and notebook

Price: 61 € + pre-sale cost

Room: Lab

Target: Advanced

Type of event: IF! Workshop

Speaker: Fabio Timpanaro (Digital Artist e Adobe Stock Influencer)

When: Tuesday 26.09

Time: 17.00 – 19.00

Abstract: Il workshop Adobe Stock  tratterà di argomenti e tecniche avanzate utilizzate nell’industria del digital imaging: produzione e gestione risorse, flusso di lavoro,  tecniche di composizione, trucchi e segreti per realizzare al meglio immagini di alto impatto visivo destinate al mondo dell’editoria, dell’advertising e della digital art

Nice to have:  pen and notebook, laptop with Adobe Photoshop (suggested).

Price: 74€ + pre-sale cost

Room: Factory

Target: Mid-level

Type of event: IF! Lecture

Speaker: Walter Fontana

When: Wednesday 27.09

Time: 9.00 – 11.00

Abstract: 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.

Nice to have: pen and notebook.

Price: 61 € + pre-sale cost 

Room: Lab

Target: All

Type of event: IF! Workshop

Speaker: Francesco Guerrera

When: Wednesday 27.09

Time: 9.30 – 13.00

Abstract: 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.

Nice to have: smartphone, a Facebook profile to go Live, a small easel to set yout smartphone.

Price: 74 € + pre-sale cost

Room: Factory

Target: Advanced&Pro

Type of event: IF! Lecture

Speaker: Matteo Bellizzi, Bottega Miller Co-Founder

When: Wednesday 27.09

Time: 17.00 – 18.30

Abstract: 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.

Nice to have: pen and notebook

Price: 61 € + pre-sale cost

Room: Factory

Target: All

Type of event: IF! Lecture

Speaker: Rocco Tanica

When: Tuesday 27.09 

Time: 16.30 -18.00

Abstract: A lezione con Rocco Tanica. Chi non vorrebbe sedersi in prima fila?

Nice to have: pen and notebook.

Price: 61 € + pre-sale cost 

Room: Lab 

Target: All

Type of event: IF! Workshop

Speaker: Cristiano Spadavecchia

When: Wednesday 27.09

Time: 11.00 – 12.30

Abstract: 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.

Nice to have: pen and notebook

Price: 61 € + pre-sale cost

Room: Lab

Target: All

Type of event: IF! Workshop

Speaker: Marco Filatori

When: Wednesday 27.09

Time: 9.00 – 13.30

Abstract: 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.

Nice to have: a script of

Price: 366 € + pre-sale cost

Room: Motherboard

Target: Advanced&Pro

Type of event: IF! Workshop

Speaker: Marco Filatori

When: Wednesday 27.09

Time: 14.30 – 19.00

Abstract: 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.

Nice to have: a script of

Price: 366 € + pre-sale cost

Room: Motherboard

Target: Advanced&Pro

Type of event: IF! Learning Lunch

Speaker: Silvia Donzelli (Agente Letterario)

When: Wednesday 27.09

Time: 13.00 – 14.00

Abstract: Avete un romanzo nascosto nel cassetto e non avete mai avuto il coraggio di pensare di pubblicarlo? Quattro chiacchiere a pranzo con un agente letterario potranno aiutarvi a capire come e se trasformare la vostra arte in un vero e proprio mestiere.

Nice to have: Pen and notebook.

Price: 25€ + pre-sale cost

Room: Lab

Target: All

Type of event: IF! Lecture

When: Wednesday 27.09

Time: 14.30 – 16.00

Abstract: 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.

Nice to have: pen and notebook

Price: 61 € + pre-sale cost

Room: Lab

Target: All

Type of event: IF! Lecture

When: Wednesday 27.09

Time: 15.00  – 16.30

Abstract: 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.

Nice to have: pen and notebook

Price: 61 € + pre-sale cost

Room: Factory

Target: All

Type of event: IF! Learning Lunch

Speakers: Ben Jones (Global Creative Director Google) e Marianna Ghirlanda (Head of Creative Agencies Google)

When: Friday 29.09

Time: 13.00  – 14.30

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

Price: Free / Included 3 Days Pass

Room: Google Lounge

Target: All

Type of event: IF! Workshop

Speaker: Stuart Hardy

When: Friday 29.09

Time: 15.00  – 16.30

Abstract: This short but impactful workshop explores, and provokes participants, to consider a client centric approach to driving ‘creative business results’. 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 ‘on the client map’..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…

Nice to have: pen and notebook

Price: 147 € + pre-sale cost

Room: Lab

Target: Advanced

Type of event: IF! Workshop

Speaker: Stuart Hardy

When: Friday 29.09

Time: 17.00  – 18.30

Abstract: 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. ‘Brand Me’ takes a blunt look at personal value – it’s 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.

Nice to have: pen and notebook

Price: 147 € + pre-sale cost

Room: Lab

Target: All

Type of event: IF! Masterclass

Speakers: Ravid Kuperberg (Partner & Trainer Mindscapes)

When: Friday 29.09

Time: 09.00 – 18.30

Abstract: 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.

Nice to have: pen and notebook

Price: 732 € + pre-sale cost

Room: Factory

Target: Advanced

Type of event: IF! Workshop

Speakers: Samuele Franzini, Nima Gazestani, Marco Miscioscia

When: Friday 29.09

Time: 09.00 – 12.30

Abstract: 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 “best practices” will be introduced to allow participants to best represent “concept scenarios”, 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.

Nice to have: a laptop is suggested

Price: 86 € + pre-sale cost

Room: Lab

Target: Advanced

Type of event: IF! Workshop

Speaker: Gaetano Grizzanti

When: Saturday 30.09

Time: 11.30 – 13.30

Abstract: 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.

Nice to have: pen and notebook

Price: 74 € + pre-sale cost

Room: Lab

Target: Advanced&Pro

Type of event: IF! Workshop

When: Saturday 30.09

Time: 09.00 – 11.30

Abstract: 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.

Nice to have: pen and notebook

Price: 74 € + pre-sale cost

Room: Lab

Target: All

Type of event: IF! Learning Lunch

Speaker: Simona Tesio (Brand Manager) e Gaia Salvadore (Product Manager)

When:  Saturday 30.09

Time: from 14.00 to 15.00

Abstract: In recent decades, exoskeletons have been developed mainly for biomedical applications. At the same time, industry 4.0 revolution 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 new models of exoskeletons, designed to help the man in the work and lift him from the heaviest fatigue.

The meeting takes place in 2 learning lunches, lunches devoted to creativity:

• Tuesday you will be able to listen to an Italian history of advanced technology and innovation, to touch hands-on robotics and to challenge: Communicate Comau Exoskeleters creatively.
•  Saturday you will present your idea, which can be chosen for the 2018 communication campaign.

Future is made by creativity. Match yours with our technology.

Nice to have:  pen and notebook.

Reservations: info@italiansfestival.it

Room: Lab

Target: All

Type of event: IF! Workshop

Speakers: Jamshid Alamuti & Sébastien Bratières, Pi School – School of Creative Entrepreneurship

When: Saturday 30.09

Time: 15.30 – 17.30

Abstract: 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.

Nice to have: pen and notebook

Price: 147 € + pre-sale cost

Room: Lab

Target: Advanced

Type of event: IF! Workshop

Speakers: Jamshid Alamuti & Sébastien Bratières, Pi School – School of Creative Entrepreneurship

When: Saturday 30.09

Time: 17.45 – 19.45

Abstract: 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.

Nice to have: pen and notebook

Price: 147 € + pre-sale cost

Room: Lab

Target: Advanced

Type of event: IF! Learning Lunch

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

When: Saturday 30.09

Time: 10.00 – 15.00

Abstract: 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.

Nice to have:  pen and notebook.

Price: Free / on reservation

Room: Factory

Target: Advanced