In The News Translations – 11/10/17

FCB Brasil’s newest initiative for the Museum of Empathy includes a live exhibition in São Paulo, notes Clube Online.

TRANSLATION

Empathy is the theme of an event and exhibition in São Paulo

FCB Brasil is the official agency of the Museum of Empathy, an Intermuseus performance that arrives at the Ibirapuera Park from November 18 to December 17, with a cut from the “Walking in Your Shoes…” exhibition, originally exhibited in London.

The event will be preceded by an event that will bring together debates and discussions on the theme: next Tuesday (14), the seminar “Contemporary Challenges: The Potential of Empathy” will take place in the auditorium of the Museum of Modern Art of São Paulo (MAM).

The aim is to discuss the role of empathy as an ally in the defense of social and human rights causes and in addressing the challenges of organizations and individuals in society.

To participate, it is necessary to pre-register here, until the 13th of November, and wait for the confirmation of vacancy by Intermuseus.

Contemporary Challenges: The Potential of Empathy” will feature 11 speakers, among them Pedro Cruz, CCO and COO of FCB Brasil, who will participate, along with filmmaker João Jardim, from the panel “Empathy as a value for Brazilians,” with mediation from Bárbara Gancia, from 2pm to 3pm.

The event will also feature lectures by Colombian teacher, philosopher and educator Bernardo Toro; the sociologist Anamaria Schindler; psychoanalyst Christian Dunker; and former minister of education and philosophy professor Renato Janine Ribeiro, among others.

Service: 

Seminar Contemporary Challenges: The Potential of Empathy
Where: Auditorium of the Museum of Modern Art of São Paulo (MAM)
Av. Pedro Álvares Cabral, s / nº – Ibirapuera Park, access by Gate 3
When: November 14, Tuesday
Hours: 8:30 a.m. to 4:30 p.m.
Pre-registration here.

Empathy Museum – Walking in Your Shoes…
Where: Ibirapuera Park – Praça das Bandeiras (external area of ​​the pavilion of the São Paulo Biennial Foundation), access by Gate 3
When: from November 18 to December 17, 2017
Hours: Tuesday to Friday from 10am to 7pm | Saturdays and Sundays from 11am to 8pm


FCB Brasil won two Bronzes during the second day of El Ojo de Iberoamérica for Estadão’s “Corruption Converter,” share Clube Online, AdNews, Roastbrief, LatinSpots and Grandes Nomes da Propaganda.

TRANSLATION

El Ojo 2017: The Brazilian Winners of the Second Day

The El Ojo de Iberoamérica festival, which takes place until Friday the 10th in Buenos Aires, revealed the winners of eight other categories, as well as the winners of El Ojo Local Performance, which determines the most-awarded companies and people in each country.

The results announced on Thursday the 9th, are of the following areas: Interactive, Mobile, Digital Production, Promo, Direct, Innovation, Sport and Creative Data .

Brazil ends the second day with 55 more trophies – on Wednesday they had snatched 60, with two GPs. There are 17 Golds, 23 Silver and 15 Bronzes. That is, adding up the two days we have 115 awards so far.

See the Brazilian winners:

INTERACTIVE 

IT2 – Sites

GOLD – “Nosferatu” – AlmapBBDO – Getty Images

IT10 – Data Usage

SILVER – “Anonymous Friend” – J. Walter Thompson – Alcoholics Anonymous

SILVER – “The Color of Corruption” – Gray – Claim Here

IT5 – Applications

SILVER – “The Color of Corruption” – Gray – Claim Here

SILVER – “The hacker spot” – Lew’Lara \ TBWA – Dorina Nowill Foundation

IT6 – Actions in Social Networks

SILVER – “The debut” – Africa – Ambev (Budweiser)

SILVER – “Kiss the Kremlin” – DM9 – Ssex Bbox

IT8 – Online Videos

SILVER – “Nosferatu” – AlmapBBDO – Getty Images

IT11 – Branded Content

SILVER – “Nosferatu” – AlmapBBDO – Getty Images

IT1 – Online Ad

BRONZE – “The hacker spot” – Lew’Lara \ TBWA – Dorina Nowill Foundation

IT2 – Sites

BRONZE – “The Corruption Converter” – FCB Brasil – Estadão

IT5 – Applications

BRONZE – “Emoti sounds” – Artplan – TIM

BRONZE – “Reinventing the bank for the digital age” – R / GA – Bradesco (Next)

IT4 – Online Games

BRONZE – “Love.trip” – Ampfy – Gol Linhas Aéreas / KLM

MOBILE 

MB3 – Use of Data

GOLD – “Anonymous Friend” – J. Walter Thompson – Alcoholics Anonymous

MB6 – Applications

GOLD – “Reinventing the Bank for the Digital Age” – R / GA – Bradesco (Next)

MB7 – Executions for Social Networks

GOLD – “Kiss the Kremlin” – DM9 – Ssex Bbox

MB2 – Technology

SILVER – “Visceral Reality” – J. Walter Thompson – Criminal Justice Network

MB5 – Games

SILVER – “Love.trip” – Ampfy – Gol Linhas Aéreas / KLM

MB7 – Executions for Social Networks

SILVER – “Products of tomorrow” – Africa – The Nature Conservancy

MB8 – Contents

SILVER – “Audio make-up” – Ampfy – L’Oréal Paris (Maybelline)

MB1 – Mobile Advertising

BRONZE – “The hacker spot” – Lew’Lara \ TBWA – Dorina Nowill Foundation

MB2 – Technology

BRONZE – “The never-ending forest” – David São Paulo – Faber-Castell

DIGITAL PRODUCTION 

PD1 – Interface and Navigation

GOLD – “Reinventing the Bank for the Digital Age” – R / GA – Bradesco (Next)

PD2 – Art Direction

GOLD – “A new bank connected by design” – R / GA – Bradesco (Next)

PD6 – Global Design

GOLD – “A new bank connected by design” – R / GA – Bradesco (Next)

PD5 – User Experience

SILVER – “Visceral Reality” – J. Walter Thompson – Criminal Justice Network

SILVER – “Reinventing the Bank for the Digital Age” – R / GA – Bradesco (Next)

PD6 – Global Design

SILVER – “Products of tomorrow” – Africa – The Nature Conservancy

PROMO & ACTIVATION 

PM5 – Events, Supports and Sponsorships

GOLD – “Price on the jersey” – DM9 – Walmart

PM7 – Positioning

GOLD – “Ocean Dildos” – Africa – MTV Europe

PM8 – Activation / Reactivation

GOLD – “Price on the jersey” – DM9 – Walmart

PM4 – Promotions and Activations in Social Networks

SILVER – “More than 70%” – JWT Brazil – Azmina Institute

PM4 – Promotions and Activations in Social Networks

BRONZE – “The epic farewell” – Lew’Lara \ TBWA – Nissan Brasil

PM5 – Events, supports and sponsorships

BRONZE – “The debut” – Africa – Ambev (Budweiser)

DIRECT 

MD1 – Direct Mail

GOLD – “Ocean Dildos” – Africa – MTV

MD4 – Data Usage

GOLD – “The Color of Corruption” – Gray Brazil – Claim Here

MD5 – Alternative Media

GOLD – “Price on the jersey” – DM9 – Walmart

MD6 – Field Actions

GOLD – “Price on the jersey” – DM9 – Walmart

MD7 – Best Brand Generating Action for Brand

GOLD – “Price on the jersey” – DM9 – Walmart

MD2 – Using Digital Platforms

SILVER – “The Color of Corruption” – Gray Brazil – Claim Here

MD6 – Field Actions

SILVER – “On hold music festival” – Gray Brazil – Claim Here

MD4 – Data Usage

BRONZE – “Anonymous Friend” – JWT Brazil – Alcoholics Anonymous Brazil

INNOVATION 

IN2 – Technology

OURO – “Movido al respecto” – TV Globo – Casa de La Madre – TV Globo (Awareness about social inclusion)

IN1 – Product

SILVER – “Getty Pen Project” – AlmapBBDO – SketchX / Spray Movies – Getty Images

IN2 – Technology

PRATA – “A new bank connected by design” – R / GA – Bradesco (Next)

IN1 – Product

BRONZE – “Safety bike radio” – Isobar – Plural Image and sound – 98 FM

SPORT 

SP6 – Sponsorship and Branding Events

SILVER – “Price on the jersey” – DM9 – Walmart

SP1 – Audiovisual media

BRONZE – “Price on the jersey” – DM9 – Walmart

SP6 – Sponsorship and Branding Events

BRONZE – “Inequality courts” – Africa – ESPN South Africa

CREATIVE DATA 

CD1 – Better Visualization Using Data

GOLD – “The Color of Corruption” – Gray – Claim Here

CD1 – Better Visualization Using Data

SILVER – “Nosferatu” – AlmapBBDO – Getty Images

CD3 – Best Data Experience

SILVER – “The Color of Corruption” – Gray – Claim Here

CD1 – Better visualization with the use of date

BRONZE – “The Corruption Converter” – FCB Brasil – Estadão

CD3 – Best Data Experience

BRONZE – “Moved about” – TV Globo – TV Globo

EL OJO LOCAL PERFORMANCE (Companies and people most-awarded in 2017) 

Real Estate Agencies

Most Awarded – Africa

In the sequence, AlmapBBDO, DM9, R / GA and Gray.

Creative

Most Awarded – Sergio Gordilho (Africa)

In the sequence, Luiz Sanches (AlmapBBDO), Paulo Coelho (DM9), Fabiano Coura (R / GA), and Rodrigo Jatene / Adriano Matos (Gray).

Producers

Most Awarded – Saigon Movies

Following, Primo / PBA Cinema, Iconoclast Brasil, Landia and Asteroide.

Scene directors

Most Awarded – Vellas (Saigon)

Following, Guilherme Biglia, Ian Ruschel, Giomi and Nico Perez Veiga

Advertisers

Most Awarded – Walmart

Following, Getty Images, Bradesco, Reclame Here and Mitsubishi Motors


FCB Global Chief Creative Officer Susan Credle is featured in LatinSpotsDossiernet and Adonline about her speaking role at yesterday’s El Ojo de Iberoamérica.

TRANSLATION

Susan Credle: The Generosity in Leadership

The global creative leader of FCB closed the last day of conferences talking to the leaders of the advertising industry. During her talk: “What got you here won’t get you there,” she gave the main points that must be taken into account for an agency to become great from its leadership. Why do all the great creatives promoted to Creative Directors fail? What she discovered after asking this question was her lecture “What got you here won’t get you there.”

Credle began the conference with a retrospective of her career. In the beginning, it was defined as very competitive and solitary, but nevertheless her work was rewarded with prizes. It was then that she began to think, why did not this behavior work when it was repeated throughout her career? Then she noticed that when you are young and have this attitude, people fill you with compliments, but when you have power, that same behavior they loved begins to generate comments like: “You are a fool, stupid and tyrant.” Therefore,Credle believes that when you have power, you should change your behavior and adjust it as you add power.

When she began, she said that there was a culture of scarcity, a model of survival. “It did not feel good because you tend to behave like a survivor and when you do it has a selfish attitude,” she says. Then she found the opposite, a culture of abundance where they begin to think bigger, where more important things will happen. The word that makes the difference between these two aspects is generosity. That is the key to being a great leader. “As leaders we must build people, not destroy,” says Credle.

This generosity retains good talent, according to the creative leader. Generating this environment makes them not leave, and so the professional understands how the client works, but this is achieved simply with three years of experience.

Also, consider that you have to be generous with yourself. “Many do not take the time to rebuild themselves, because they do not have the confidence in the people left in the agency, so you have not built a good culture,” says Credle.

She also advises: “As leaders, be enthusiastic because if you do not, you do not like work. Do something else. Young people who are just starting out in this race want to know what you are doing and want to recharge themselves for that. ”

She also believes that we have to be more generous with the industry, more loyal. According to Credle, many are ashamed to say that they are dedicated to this and many others wonder all the time if they are going to die. And the response of the Global Chief Creative Officer of FCB is that this will not be the case, that maybe the TV commercial does not exist anymore, but that we still have to keep looking for the purpose of brands to be a better partner.

And to be a better partner, Credle believes that you have to observe six levels for when you think about the jobs that are delivered and choose the one indicated. The first is “harmful:” it is not just a piece of content, but it can be a use of the human being as a warning, we teach people who cannot look at it. The second is “invisible:” why is this type of work done? There are many brands and we do not remember everything we see. The third is “to be noticed:” it is with what the clients feel more secure and it is when the work is shown repeatedly so that it is not lost because the consumers do not retain it. The fourth is “provocative:” it is interesting, that makes you think differently and stands out, that when it is shared it is because it represents you. The fifth is “Create Behavior:” with social networks you can push an idea to another level and people begin to interact. And finally, the sixth is “Never Finished:” create brands all the time, create a legacy, work that is left to the next generations.

* Follow the conferences at: www.twitter.com/ElOjoFestival