BREAKFAST OF CHAMPIONS #35 UNDER THE SIGN OF POP CULTURE
This Breakfast of Champions was special, not only because of the interesting subject matter, but also because of the kinship of those serving the breakfast. On this occasion, the speakers were either from – or closely linked to – DDB. This was a view of life from our perspective. The subject under the microscope was the role of pop culture in the world of advertising.
The role of advertising in pop culture has been widely debated, so we decided to talk about the other side of the subject. The choice of venue was no coincidence – conceptually, LMT Brīvības centrs is more than just a client centre. Here, traditional services meet modern technology and lifestyle entertainment.
We opened the Breakfast of Champions by announcing that we are joining the NORD agency micro-network with a new style of thinking and a shared goal of securing a foothold with pop culture, at the same time retaining our close links to the global DDB Worldwide network. More details about the network’s ideology and accomplishments were provided by NORD ID Design Agency CEO Michael Hollesen. He presented his experience in building visual identities, which are fully built on strategy, and analysed two NORD DDB works – the development of the visual identity for the power company Vatenfall and the “Smoooth” campaign for Swedish bank Klarna, which has received global recognition.
The breakfast continued with another success story, and presentation of what achievements taste like, as told by our Creative Director Vairis Strazds in tandem with LiveRiga Marketing Manager Ieva Lasmane. What happens when the brief’s task is “Something else”? How far can you go? The answer will never be unequivocal, but by demolishing the classic genre of tourism advertising, the campaign “An Insider’s Guide to Riga” showed that audacity pays off, because for a second year in a row, Riga and Latvia hold the status of being the fastest growing tourism destination in the European Union.
At the conclusion of the breakfast, the microphone baton was picked up by DDB Latvia Consulting Strategic Director Anna Celmiņa, who introduced her team’s Trojan horse Cultural Insights – an approach with which to use hot topics of relevance to the public to communicate brands within everyday pop culture, which has no connection to popular singers, actors and other unattainable galaxies. With surgical precision and scientific wisdom, Anna explained how to prepare people’s relationships with advertising, addressing the questions of how can you climb through a window if the door’s been locked with adblock and how can advertising thrive within everyday pop culture?
Thanks to all those who cooked, enjoyed and supported this breakfast!