May 2 saw the latest Epica Showcase in London, hosted by Cheil UK and attended by a mixture of creative and media professionals who braved torrential rain to join us. A screening of selected UK and global Epica winners was preceded by interviews with creative talents.
First, Cheil ECD Russ Schaller spoke to Epica Awards editorial director Mark Tungate about the agency’s unique approach. Cheil is often regarded as Samsung’s in-house agency, but in fact it is an external operation that works for a number of clients, bringing to bear its tech and data-driven savvy in unexpected ways.
For example, Russ talked about the agency’s new campaign for Nivea, which puts “care” at the heart of the brand. It identifies caring people who improve the lives of those they touch.
It’s simply not good enough to disrupt and interrupt anymore. Creative work must entertain, educate or enhance our lives. Why else would anyone care about what we do?
Next, Mark was joined by Adam&EveDDB’s deputy head of integrated production, Jack Bayley, who gave some behind-the-scenes insights into the Gold-winning “Bohemian Rhapsody” spot. He revealed that it was filmed in a blacked-out room on a sweltering summer’s day. But the rules were strictly adhered to and no children were harmed in the making of the commercial.
Finally, to talk about two more Gold winners – Football Decoded and the Xbox Design Lab “Franchise Project” – McCann London ECDs Sanjiv Mistry and Jamie Mietz stepped into the spotlight. They pointed out that gamers are a demanding audience, but if you have the right idea they embrace it to the hilt.
The evening continued with the screening while guests enjoyed drinks and snacks. The event was sponsored by Adobe, Euronews and Screen Vision.