OCTOBER - Quote of the month!

Jonathan Mildenhall - VP of Global Advertising Strategy and Creative Excellence at the Coca-Cola Company

“Failure is the start of innovation” 

Kristal Elma Festivalı: looking forward to attending season 2!

By Tina Ly.

For its 1^st edition, the Kristal Elma Festivali was full of amazing campaigns and speakers with sustainable messages! Here is a selection of very inspiring ones!

1- Promote a fair balance in today’s world

Mercedes Erra, the President Executive of Havas worldwide and BETC founder, pointed out that balance between men and women help organizations to progress. She highlighted major facts of 2007 UNICEF Gender Equality study: “women perform 66% of the world’s work, produce 50% of the food, but earn 10% of the income and own 1% of the property”. To change such figures, people should go beyond the stereotypes; stereotypes that unfortunately everyone’s has. The big challenge to undertake is a cultural change embedded with the principle of sharing.

2- Small World Machines: a means to go beyond frontiers

Jonathan Mildenhall, the Vice President of The Coca Cola Company, presented amazing campaigns. One of them was the initiative named “Small World Machines – Bringing India and Pakistan together”. Through this machine, Indian and Pakistanis people could interact, connect, play and share happiness with one another. Participants noticed that both sides had actually a lot in common. Such initiative shows how breaking down barriers and stereotypes could be actually easy – especially in today’s world networks! – and bring so much: new friends!

3- Raise awareness about child mortality in India

As presented by Sonal Dabral, Chairman and Chief Creative Officer of DDB Mudra, a great campaign has been made to raise awareness about child mortality due to water hygiene. The film aimed to show that with basic solutions, such as washing hands correctly, could save so many lives.

4- Engage people to create sustainable solutions

François Petavy, CEO of eYeka, presented a great project launched by eYeka for Unilever.  eYeka's community members – a potential of 250.500 creative individuals – can compete in a contest by designing an original and revolutionary shower system for the next generation of showers, that combines an enjoyable experience with preservation of the environment; in other word a sustainable shower for the future.

5- Innovation as a key word

Christophe Cauvy, JWT European Head of Digital & Innovation, taught us that innovation is linked to creativity and that “Innovation is important because it is at the heart of our clients corporate and marketing strategy”. Innovation is also a team work in the sense that it is through the interaction with others, that one’s get inspired and innovates. He pointed out that the physicist Geoffrey West recently discovered that a larger city is more innovative. In other words, West’s Power Law suggests that a resident of a city with 5 million people is 3 times more creative than the inhabitant of a town with 100.000! Istanbul counts about 17 million people… so do the math!

And what innovation has brought us recently? Well, it brought a new Nike store made up with 100% trash in Shanghai! Because we learn from our mistake, major corporations which counted some flaws in the past are actually now walking more and more on the path of being more sustainable.  SMEs create sustainability solutions, as a rule of their core business; but the impact is more significant when big global corporations embrace them and engage their audience.

Hope to see the same casting and additional cast members next season!

2. Kristal Elma Yaratıcılık Festivali için sabırsızlanıyorum!

Tina Ly.

İlk senesiyle Kristal Elma Yaratıcılık Festivali, sürdürülebilirlik üzerine mesajlar veren konuşmacılar ve olağanüstü kampanyalarla doluydu. İşte size en ilham verici konuşmalardan hazırladığım seçki…

1- Bugünün dünyasında adil dengeyi kurun

Havas’ın dünya genelindeki İcra Kurulu Başkanı ve BETC’nin kurucusu Mercedes Erra, kadın ve erkek arasındaki dengenin kuruluşların gelişimine yardım ettiğine vurgu yaptı. UNİCEF’in 2007’deki Cinsiyet Eşitliği Çalışması’nın önemli sonuçlarına dikkat çekti. Araştırma sonuçlarına göre, kadınlar dünyadaki iş gücünün %66’sını oluşturuyor ve tüm gelirin sadece %10’una, mülkiyetin %1’ine sahip olabiliyorlar. Bu rakamları değiştirmek için herkes kafalarındaki basmakalıp düşüncelerden kurtulmalı. Üstesinden gelmenin en zor olduğu şey, paylaşım ahlakıyla kafalara yerleştirilmiş kültürel değişim.

2- Small World Machines:  Sınırların ötesine geçmenizi sağlayan bir araç

Coca Cola’nın Global Reklam Stratejisti ve Yaratıcı Mükemmellik Bölüm Başkan Yardımcısı Jonathan Mildenhall, olağanüstü kampanyalar sundu. İçlerinden bir tanesi “Small World Machines – Bringing India and Pakistan Together” girişimiydi. Bu makineyle Hintliler ve Pakistanlılar birbirleriyle bağlantı kurdular, etkileşime geçtiler, oynadılar ve mutluluğu paylaştılar. İki taraf da çok fazla ortak yönleri olduğunu keşfetti. Böyle bir girişim, özellikle bugünün dünyasında, engelleri ve kafalardaki kalıpları yıkmanın ne kadar kolay olabileceğini gösteriyor ve bir sürü yeni arkadaş kazandırıyor!

3- Hindistan’daki çocuk ölümlerine dikkat

DDB Mudra’nın ajans başkanı ve yaratıcı yönetmeni Sonal Dabral, su hijyenine dikkat edilmemesi yüzünden gerçekleşen çocuk ölümlerine dikkat çekmek için harika bir kampanya sundu. Film, elleri doğru bir şekilde yıkamak gibi basit çözümlerle ne kadar çok hayatın kurtarılabileceğini göstermekteydi.

4- İnsanları sürdürülebilir çözümler yaratmaları için harekete geçirin

eYeka’nın CEO’su François Petavy, eYeka’nın Unilever için yayımladığı müthiş bir proje sundu. eYeka’nın – potansiyel 250.500 yaratıcı bireyden oluşan – topluluk üyeleri yeni nesil duşlar için orijinal ve devrim niteliğinde bir duş sistemi tasarlayarak bir yarışmada yarışabiliyorlar. Böylece eğlenceli bir deneyim çevre koruma bilinciyle birleşiyor; bir başka deyişle gelecek için sürdürülebilir duş sistemi ortaya çıkıyor.

5- Anahtar kelime olarak inovasyon

JWT Avrupa Dijital ve İnovasyondan Sorumlu Başkanı Christophe Cauvy, bizlere inovasyonun yaratıcılığa bağlı olduğunu öğretti ve şunu söyledi: “İnovasyon önemli çünkü bizim müşterilerimizin kurumsal ve pazarlama stratejilerinin kalbinde yer alıyor.” İnovasyon aynı zamanda diğerleriyle etkileşim kurma açısından bir takım oyunudur. Etkileşim sonucu kişi ilham alır ve yenilik yapar. Cauvy ayrıca Fizik uzmanı Geoffrey West’in daha büyük bir şehrin daha yenilikçi olduğu yönündeki keşfine vurgu yaptı. Geoffrey West’in teorisine göre, 5 milyon yerleşik nüfusu olan bir şehir, 100.000 nüfuslu bir yerleşim yerinden üç kat daha yaratıcı. İstanbul’da yaklaşık 17 milyon insan yaşıyor… Hesaplamayı siz yapın artık!

Peki inovasyon bize son zamanlarda neler gösterdi? Şangay’da tamamı çöpten yapılmış yeni bir Nike mağazasını gösterdi! Hatalarımızdan ders alıyoruz. Geçmiş yıllarda bazı hatalar yapmış büyük kuruluşlar şimdi sürdürülebilir olma yolunda hızla ilerliyor. Uzmanlar esas işleri olarak sürdürülebilirlik üzerine çözümler üretiyorlar ama büyük global kuruluşlar bu konuyu benimsediğinde ve hedef kitlesiyle paylaştığında daha büyük bir etki yaratılmış oluyor.

Önümüzdeki sene de aynı kadroyu ve bu kadroya eklenmiş yeni isimleri görmeyi umuyorum!

Kaynak: Campaign Türkiye Ekim 2013

From now on, who to follow?

The Guardian has presented a list of the Top 30 Tweeters in US most influential on sustainability matters. In collaboration with Fishburn Hedges, they defined a Klout score to determine who are the ones having the most influence in the online sustainability debate. This Klout score is an aggregate of variables – including the number of followers a Tweeter has, who those followers are, and the number of retweets and responses Tweeters’s tweets receive – going from 0 (the less influential) to 100 (the more influential).   

However, Fishburn excluded organizations as well as full-time journalists, and manually checked that each twitter feed was centered around sustainability and actively engaged with followers (source: The Guardian).

#	Tweeters	Tweeters accounts	Klout score
1	Bill McKibben	@billmckibben	84
2	David Jones	@davidjoneshavas	80
3	Clayton Christensen	@claychristensen	78
4	Simon Mainwaring	@simonmainwaring	73
5	Susan McPherson	@susanmcp1	71
6	Rosabeth Moss Kanter	@RosabethKanter	66
7	Gil Friend	@gfriend	65
8	Jeremy Heimans	@jeremyheimans	65
9	David Wilcox	@ReachScale	64
10	Julie Urlaub	@TaigaCompany	63
11	Tony Schwartz	@tonyschwartz	63
12	Adam Werbach	@adamwerbach	63
13	Alice Korngold	@alicekorngold	63
14	John Friedman	@JohnFriedman	63
15	Neil Hawkins	@neilchawkins	63
16	Cynthia Hellen	@CynthiaHellen	62
17	April Rinne	@aprilrinne	61
18	Dave Stangis	@DaveStangis	60
19	Bruno Sarda	@bruno68	59
20	Jacob Harold	@jacobcharold	58
21	Tim Mohin	@TimMohinAMD	58
22	Andrew Winston	@AndrewWinston	57
23	Raz Godelnik	@ecolibris	57
24	Kevin Moss	@KevinIMoss	56
25	Janelle Heslop	@jayhesl	56
26	Chris MacDonald	@ethicsblogger	55
27	James Epstein-Reeves	@jepsteinreeves	55
28	Jacquie Ottman	@jacquelynottman	54
29	Kate Olsen	@Kate4Good	54
30	Hannah Jones	@hjones_nike	53

SEPTEMBER - Quotes of the month!

David Jones, The global chief executive of Havas and the Guardian Sustainable Business leader of the year 2013

"The young generation is unique: there has not been another time in history when the youngest people understood the most about what is going on in the world. […]"It is also the most socially responsible generation we have ever seen. They are not the same as the rebellious teenagers of the past; they are not saying: 'Why does business have to make money and capitalism is evil?' They get the fact that business can make money but in the right way." (2011)

"People have basically been empowered by digital and social media to hold businesses and leaders accountable and in the future in my view, the most successful businesses will be those that are the most socially responsible." (2013)

Ready for September?

By Tina Ly.

September is a busy month for most people: pupils and students are back to school, budgeting season is starting, for some lucky ones, some out-seasonal holidays and last weddings of the summer season are being prepared! In Istanbul, close to the Golden Horn, September is also the month where Elma Krystal Festivalı is taking place! Yes, Istanbul is THE place to be! But September is also a key milestone to start new things and show the outcomes of previous learning. What about sustainability? Last Grand Prix Winners of Cannes Lions presented amazing campaigns with great blinks to sustainability issues. In Elma Krystal Festivalı, we will see if the Turkish agencies will be competing with such campaigns. Meanwhile, let’s have a look at the last Grand Prix Winners and see what should be the lessons to be learnt for this “back-to-school” period!

1-      Be creative and stay simple

Philippines is most probably one of the rare country where teachers are telling pupils: “Please turn on your phone, class is starting!”. DM9 Jayme Syfu agency won the Grand Prix Mobile thanks to a campaign promoting “obsolete” cell phone technology rather than high services offered by super-super-smart phones. In collaboration with publishers, Smart Public Affairs managed to transfer the content of textbooks into simple SIM cards of “obsolete” cell phones. This project enables Pilipino pupils to go to school with 50% lighter school bags, reach 90% average test performance and 95% attendance. Wide access to knowledge is maybe on the tip of “old” technology?

2-      Small action can have bigger impact than expected, or, as quoted from the anime movie Epic, “Just because you haven't seen something doesn't mean it's not there”.

These tiny “individuals” were already put forward on the international scene thanks to Bernard Werber trilogy Empire of the Ants. This time, again, ants are at the heart of a big protestation movement.

With “The Ant Rally” (Grand Prix for Good), WWF and BBDO Germany showed us that sometimes, small actions have bigger impact. Indeed, what better than a protestation led by the main forest inhabitants to address and to raise awareness about deforestation? BBDO Germany managed to turn “advertising into antvertising”. Small can be actually big.

3-      Things to do before it’s too late

The Grand Prix Promo & Activation - Immortal Fans and the Grand Prix Media  - "Why Wait Untill It's Too Late?” make people step back and think about things to do before it’s too late… but in a positive manner!

Like in Brazil, one of the most famous characteristic of Turkish people is their devotion to soccer and their soccer teams! Here is what Ogilvy Brazil used to prepare its campaign for Sport Club Recife. The campaign aimed to raise the number of organs donors – a quite delicate subject in most societies – through the creation of an original fan club card: “immortal fans”.  The result was spectacular with 51.000 fans asking for this organ donor card!

“If only I told her/him…” is a regret that many people who lost a loved one have. From this observation, Ogilvy & Mather has successfully raised awareness about death by talking about love to promote the services of Dela, a funeral insurance company. Ogilvy & Mather launched a campaign inviting people to publicly declare their love to their loved ones. On the branding side, this lovely campaign enabled Dela to be counted among the 10 favourite brands of Netherlanders.  

4-      Use offbeat humor to raise awareness

The campaign “Dumb Ways To Die” won 5 Grand Prix (!):  Film, Integrated, Direct, PR and Radio.

McCann Melbourne made an astonishing prevention campaign for the Australian Metro. The purpose was to raise awareness about how stupid and lethal accidents can occur due to inattention of metro users. The campaign resulted in such an impact that it changed the behaviour of metro users by decreasing accidents by 21% after the campaign launch.

5-      Dematerialize your sustainability report

The Grand Prix Design – “The selfscan report” of Auchan shows us that by not being on paper, a sustainability report is better communicated to its target audience. Serviceplan Munich has created a smartphone application enabling anyone to get Auchan’s sustainability report by scanning one’s receipt. Not only the clients have access to the data, but the application also enables clients to send directly their questions by email. As a result, Auchan has improved both his environmental assessment and reinforced its relation with its clients.