jueves, mayo 11, 2017
Enjoy Sitges
The jury of Sitges Next 2017 rewarded
the campaigns Alfabeto de colores, by
McCann España; Max Motor Dreams, by
GTB / Ogilvy & Mather Madrid; Fashion
to be Free, by DDB Spain; Champions
for Life, by Grey; Baxi Project, by
Yslandia; BeefeaterXO, by Future
Lighthouse; Smart pad, by McCann
España; Blood Sports, by Ogilvy &
Mather Madrid, and Hunt or Be Hunted,
by McCann Spain.
Digital art, the new creative processes, local manufacturing, virtual reality
and the multiple shapes innovation takes in communication were the focus of the
second and final day of Sitges Next 2017. This afternoon the Festival, that was
attended by 300 professionals, presented the Next to Watch 2017 awards, a selection
of the best works in communicational innovation.
The second day of Sitges Next 2017 began with the workshop La innovación creativa contra los robots
malvados (Creative innovation against evil robots), offered by Tomás
Ferrándiz and Ximo Villalba, professors at the Barcelona School of Creativity. For
three hours, the participants tested their creative ability through different exercises
and challenges.
Klaus Obermaier -digital artist, director, choreographer and composer- opened
today’s presentations with Interactivity:
a dialog between human and the digital system, a surprising journey full of
visual energy that formulated the relationship between human beings and digital
systems.
“The future is an idea of the past”. With this forcefulness, Tomás Díez,
director de The Fab City Research Laboratory and co-founder of The Fab Lab
Barcelona, began his session The
revolution of digital fabrication technology: from consumers to co-producers.
Díez stated that “through the use of digital tools, we can change reality”.
Brian Williams, executive creative director at the British agency
Karmarama, tried to find the true definition of innovation during his presentation
Enabling innovation, If that’s possible,
which It might not be and he called out to traditional advertising agencies
to delve deeper into new creative territories.
In the afternoon, the Hamill Industries studio, represented by their
partner and founder, Anna Díaz, offered the presentation Procesos de creación audiovisual fuera de lo común (Uncommon
audiovisual creation processes). “We always think about the spectator, we
want him or her to be thrilled and have fun”, Díaz explained, in reference to the
projects where they take the digital world to the real world.
The Sitges Next 2017 presentations ended with Realidades alternativas: de la evasión a la empatía (Alternative
realities: from evasion to empathy) –one of the most eagerly awaited sessions-
offered by Edu Pou, executive creative director at Here Be Dragons. Pou referred
to virtual reality as “the ultimate media”, through which spectators are deeply
and intimately reached.
In two days, the third Sitges Next has enjoyed a total of ten
presentations and two workshops featuring top level professionals, and has
consolidated a campaign contest that has acknowledged the most innovative
pieces in the field of communication from the national scene.
Sitges Next is being held on May 5th
and 6th, is organized by the Sitges Town Council, and is sponsored
by the Xarxa de Comunicació Local with collaboration from the Consejo Regulador
de la DO Ribera del Duero and Estrella Damm. The communication campaign was
created by the &Rosàs agency. The Festival has
an Advisory Board made up of the Catalonian Generalitat, the Col·legi de
Publicitaris i Relacions Públiques, Mobile World Capital, the Blanquerna
Faculty at Ramon Llull University and the Catalan Audiovisual Cluster.
NEXT TO WATCH 2017 AWARDS
The Sitges Next 2017 jury, made up of Josep Maria Roca de Vinyals, Edu
Pou, Belén Coca, Augustin Robinne, Diego González, Marta Caseny, Joost van
Nispen, Jordi Pi and Enric Nel·lo, decided to grant the Next to Watch 2017 awards
to the following pieces:
Campaign: Alfabeto de Colores
Agency: McCann Spain
Campaign: Max Motor Dreams
Agency: GTB / Ogilvy
& Mather Madrid
Campaign: Fashion to be Free
Agency: DDB Spain
Campaign: Champions for Life
Agency: Grey
Campaign: Baxi Project
Agency: Yslandia
Campaign: BeefeaterXO
Agency: Future Lighthouse
Campaign: Smart pad
Agency: McCann Spain
Campaign: Blood Sports
Agency: Ogilvy &
Mather Madrid
Campaign: Hunt or Be Hunted
Agency: McCann Spain
Agency: McCann Spain
