On 28 November 2017, eurobest, the Festival of European creativity opened in London’s Victoria House Basement for three days of inspiration and creativity from some of Europe's brightest creative minds.

The basement of Victoria House was a hive of activity from early in the morning till late in the evening. People were milling around, talking to new friends and old, listening to speakers, taking part in interactive workshops, watching the work and learning from the very best of European creativity. It was my first time to attend eurobest, but hopefully not my last.

There were two principal areas for speakers running all day from 10 till 6 with 15 minute breaks in between every speaker but the two principal areas were staggered in time so you could flit from one to the other and constantly be watching a speaker if you wanted.  One of the stages was in a busy area of the basement that was also being used for displays and competitions and that stage was run as a silent stage using headphones so you had to have the headphones to know what the speaker was saying.  

The speakers were a very interesting and eclectic mix. I attended sessions on “What the Future of the Creative Industry Looks Like” dealing with diversity, inclusion and leadership, “A Crash Course in Brand Storytelling” encouraging advertisers to “Surprise and Delight” the consumers, Nils Leonard advocating that “We Are Our Most Important Client” and that we need to be creating brands that matter/brands that people wish exist, Leila Fataar on the Rise and Fall of Influencers and Dan Brooke, Chief Marketing and Communications Officer for Channel 4 telling the “The Superhumans Story” of Channel 4’s involvement in and promotion of the Paralympics. 

“See the Work” at Inspiration Hubs...
“See the Work” at Inspiration Hubs...

In addition to the speaker schedule, one of the best parts of eurobest for me was the opportunity to “See the Work” at Inspiration Hubs dotted around the main floor. There was also a main screening room playing a selection of works on a larger screen – run with the same silent headphones system however you had no control over what you watch in the screening room whereas you can use the individual Inspiration Hubs to look at the work that interests you the most in each of the categories.

I really enjoyed watching the work within the Glass Award for Change category. Some of the work included the ‘Fiat 500 – Missing Parts’ campaign for International Women’s Day, ‘This Girl Can’ campaign and the Maltesers ‘Lighter Side of Disability’ campaign.

Outside of that category, one of my favourites was Doctors of the World ‘Reality Xmas’ campaign (which went on to win a Bronze in the Media category) It used romanticised Victorian images of past, typical of Christmas cards, mixed with the modern-day realities we see on the news for places like Syria and Jerusalem. People were encouraged to purchase and post the cards to important political figures as a form of protest. On a meagre budget of £3,000, the campaign was successful. The cards sold out in 48 hours! They managed to get 7623% above petition target and had a 1853% increase in site traffic to raise awareness, ultimately generating income 336% above their donations target.  

Another notable one for me was in the Entertainment category, an outside the box campaign for IKEA in Switzerland. They staged an eight-hour concert of Max Richter’s Sleep Album and gave people the opportunity to win places online. If you won a place, you could then customise your very own bed from IKEA and arrive at midnight to sleep in it while the orchestra play – all to prove that IKEA beds are very good and comfortable!  

Eurobest is a smaller, more condensed opportunity to experience a creative festival if you’ve never been to one before.
Eurobest is a smaller, more condensed opportunity to experience a creative festival if you’ve never been to one before.

I was at eurobest for only one day of the three-day festival, just the Tuesday, but it seemed like the rest of the festival was packed with interesting speakers and panels that I would have also loved to see.

I would really encourage agencies to think about sending staff next year. Eurobest is a smaller, more condensed opportunity to experience a creative festival if you’ve never been to one before. It’s easier to navigate around, cheaper to attend and shorter in length than Cannes Lions. Eurobest on a logistical level makes a lot of sense! You can also treat it like a feeder opportunity, giving you the chance to hone your case study at eurobest and then move onto Cannes Lions.

And while I wasn’t there on Thursday for the award ceremony, I must say congratulations to Rothco for their award-winning entry for Eir which won a Bronze in the Design category.

And congratulations also to Tourism Ireland’s Grand Prix winning entry in the Print and Outdoor Craft category for the Game of Thrones Tapestry. A wall hanging bringing to life the events, characters, and filming locations of every single episode of the show so far - an innovative and unusual form of advertising!  

You can check out the winners and shortlists on eurobest.com

Author
Author
Katherine Ryan is Event Coordinator/Office Manager for IAPI.
Katherine Ryan
Katherine Ryan
Event Co-ordinator / Office Manager