86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 14E4A84F-4D0B-4D5F-B884-907C3F4246BE Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. Combined Shape Created with Sketch. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

Cannes Lions reflections: Quietstorm and 'Bravery in advertising and creativity'

Cannes Lions seminars, snack-sized!

created on Saturday 17 Jun 2017

"Trevor started his session by sharing his own disappointments in the industry."

There can be a fear culture around risk in creative agencies, and sometimes it’s justified: Trevor started his session by sharing his own disappointments in the industry. As if we were sat having coffee, Trevor candidly shared the highs and lows of his career in losing clients and then reinventing himself through his own agency, Quietstorm. There were then a flood of stellar quotes and lessons to be learnt with back-to-back examples of hilarious ads, some a little dark.
‘"Dark stuff entertains me. I’m not really sure why. I think it’s because it challenges me… people can find humour in the darkest of things and in some ways I shouldn’t be in advertising as my sense of humour isn’t populistic, but it sometimes works."
Through watching the film ‘Irreversible’, which he said was ‘horrifically shot’, Trevor said the film director laid down a gauntlet for him to create work that pushes boundaries and in doing so lives on in peoples’ minds forever.
Not being understood was a theme that was closely linked to bravery in the session. "If you can’t get past the client you’re in a lot of trouble. Today, you have to use everything at your disposal to get it out there – you have to put yourself on the line, get into their heads and get them to understand what you see."
But not understanding others was an even more important lesson for Trevor to learn: "Just because you think you’ve got great ideas, it doesn’t mean you don’t have to have an open-mind and appreciate things that aren’t to your own taste." He gave examples of campaigns that made him "feel sick to the stomach" because they were so pivotal, ‘but it’s something to strive for, that type of creativity’ he then said.
He concluded; "what creatives really have to understand is how to recognise a great idea, to understand what it takes and be able to deal with failure – people might not like what you do."


Talks and work from Cannes Lions 2017 will be available on the Cannes Lions Player.