fbpx
22/11/2019 Communication Science news and articles

ADNIGHT 2019: A truly mad world!

Our editor Menahil went to ADNIGHT and visited the agencies Accenture, Kult and Ace and Ogilvy.


Yet have you ever wondered what motivates us to buy? Is it the billboards we see, the ads on our Instagram feed or the parallel world of television? What is it that makes us buy a particular product rather than the other? What convinces us to make these certain choices?  We all realize the power that advertising has in cumulating the allure of a product. However, we forget the real question – who is it that convinces us to consume? Who are the people making those very ads on billboards and Instagram? These creative prodigies influence so many decisions of what we spend on, yet we rarely have the chance to find out who they are.

This changed on October 4th, when the best of digital design and creativity was unleashed for the public – a creative hotspot formed. This was ADNIGHT 2019. An evening where a collective of fifty creative agencies opened their doors all around Amsterdam. For the fourth time, it allowed the outside world to be able to experience the mad realm of advertising.
Hence, the decision was made. I had to know what the world of advertising held.

Bigger than ever before, this was an exceptional edition of ADNIGHT. Within the span of six hours, multiple events were held with a closing party at Paradiso. From talking about the evolution of storytelling to implementing sound across it digitally, all the agencies presented their uniqueness in each of the events. Unfortunately, as much as I wished, too, but I could not visit all of the companies. Yet I was able to view three, which showed me what the abyss of advertising encompasses.

They make the impossible happen

The first stop on my agenda was Accenture Interactive. Located in the heart of Amsterdam, they really made the impossible happen – I had a conversation with Kurt Cobain. This was their “The 27 Club”, a discourse with those who left the world way too soon. They had created a magical lab where you could interact and reconnect with Kurt Cobain, Amy Winehouse and Jimi Hendrix, among many others. This amalgamation of digital media with artificial intelligence, simply put, was very cool.

After being awestruck by this, I moved on to their basement. Before I could get there, however, I met a super fun automated person who composed music for me! All I had to do was write in my dream, press enter, and he brought out beautiful melodies personalized for me. Finally, I reached the lower level. Here, they offered free snacks and drinks! They had beautifully changed the basement into a living space where I was able to interact and meet a lot of interesting people!

What I learned from interacting with new people is that ADNIGHT itself doesn’t have to market the evening based on free goodies and drinks. It’s quite the contrary; people actually want to go and see the works behind these creative agencies.

They understand us

Next up was Kult and Ace. My mind was not ready to be blown away even more. Kult and Ace is a marketing agency specializing in youth and their culture. They really know the millennials and the Gen-Z. Their décor was around the current trends and the hype that exists, as part of the Gen-Z myself, I was blown away by them. 

They first started with a quiz, sounds boring right? That’s what I thought when I read it in the schedule, yet it was the very opposite. “Ace your Gen-Z Knowledge” was all about us – the ever-changing consumer. The whole of the Gen-Z landscape was explored in a fun way through kahoots. After this intense yet super fun quiz session, I got to soak up some hip-hop and R&B karaoke! The best part? It was open all night long and had shots for the best and the worst rappers and singers.

I could have stayed there all night, but there was so much more left to do, so I went along to my next and last stop.

Their daddy is the real deal

Ogilvy is one of the most powerful and oldest creative agencies. They believe in one thing “If it doesn’t sell, it isn’t creative.” Throughout the night they showed me how to connect story and system, it was some food for thought!

On my way to their “Greatest of All Time” Talent night, I witnessed how creativity emerged in the elevator. This was the “Elevator Pitch”, in the time it takes to ride to the 9th floor and back, contestants had to present a pitch to the CEO or the Strategy Director of Ogilvy. They said no pressure, but I could feel the buzz in the air, or well the 12-person elevator that was. The best part was seeing people win job interviews and a trophy! The creativity of the contestants was outstanding; again, I felt my mind being blown away to its fullest potential, yet there was more to come.

Once I was out of the elevator, it was time for the “Keynote Karaoke”. Anything but ordinary, they tested our improvisation skills. The participants had to present slides on a Keynote. It seems simple but there was a twist: you have no idea what’s coming on the slides! The participant who did well and did not crack under the pressure got a chance to win a job interview on the spot! 

This was Ogilvy, a powerhouse teaching and testing all creative compasses to our full extent. I saw how they combine powerful creativity and effective distribution for their clients. 

ADNIGHT truly is a mad world!

This was the end of my night sadly, but I emerged out with greater understanding and more will to become part of this world. ADNIGHT 2019 showcased to be an incredible platform to meet companies and network while having fun. Each of these companies showed me how advertising in its realm has revolutionized to become equipped with the changing customer and times. The experience that I had this year is already making me look forward to what the next edition of ADNIGHT will bring.

Cover: ADNIGHT

Reacties

reacties

Related Posts

Het drama van Den Bosch

19/11/2019

19/11/2019

Racisme in het voetbal gebeurt helaas steeds vaker. Dit keer was het raak in Den Bosch, waar Ahmad Mendes Moreira racistisch werd bejegend.

Klaus – A Christmas Review

19/11/2019

19/11/2019

Our edictor Jade reviews a nostalgic, new Christmas classic from Hollywood: Klaus!

Queer Eye: We’re in Japan!: How Netflix’s Makeover Show (Respectfully) Dived into Japanese society

18/11/2019

18/11/2019

The gays are back! Queer Eye’s Fab 5 is a team of five gay men with individual specialities (fashion, culture, food & wine, grooming, and design) who do makeovers on nominees’ outer and inner struggles.

Last Christmas schiet zijn doel voorbij

17/11/2019

17/11/2019

Redacteur Loïs ging naar de bioscoop op zoek naar een nieuwe lievelingsfilm. Maar Last Christmas was in ieder geval de laatste keer dat ze die film in de bioscoop zag.

KSI versus Logan Paul: How mainstream media finally embraced YouTubers

16/11/2019

16/11/2019

KSI and Logan Paul invaded the mainstream media with their sold out YouTube boxing event. But how did they do it? Medium explains it for you!

Parasocial relationships and fictional loyalty: How’s that actors and characters are not the same person (but people don’t get it)

15/11/2019

15/11/2019

Have you ever felt as if the person who got you best wasn’t your best friend, or one of your family members, but rather your favorite actor, singer or movie character? Has it ever happened to you? Yeah, I thought so. But don’t worry, you’re not the only one. 

TEDxUniversiteit van Amsterdam: Seven different quests for the truth

14/11/2019 and

14/11/2019

On the evening of Monday 4th of November, Medium was part of the crowd that listened to seven speakers on the theme: "In the search of truth". In this event, seven speakers presented their views on what they consider part of the truth.

Slow fashion: De oplossing voor een duurzame wereld?

12/11/2019

12/11/2019

De kledingindustrie is een erg vervuilende industrie. De vraag is of slow fashion dit probleem kan verhelpen. Medium zoekt het voor je uit!

Free Press Live 2019: All the nominees and winners for most ground-breaking journalists

11/11/2019 and

11/11/2019

Medium went to the Free Press Live event where journalists received awards for their effort to present unbiased news about sensitive topics as war scandals.

Warriors for Peace: A Documentary Review

09/11/2019

09/11/2019

Ada reviews the documentary Les Guerrières de la Paix, which gives an insight into the Women Wage Peace movement in Israel.

XIII: Kalvijn bewijst het onmogelijke

01/11/2019

01/11/2019

Fabian was aanwezig bij de première van Kalvijns bioscoopexperiment XIII. De hoofdvraag op dit influencer-fest: kun je een film maken in 24 uur?

Medium Podcast #7 – Let’s talk about nudes

24/09/2019

24/09/2019

Two aspiring communication scientists, a few cans of beer and some Bacardi breezers. It was King’s Night when Kajsa and...

Film Pride: How Northern Ireland and Singapore Handles Fame

02/09/2019

02/09/2019

Angela went along on the study trip to Dublin and Belfast. How do the cities cope with their fame achieved from series and movies?

Ierland is een feniks die zal herrijzen uit de as

30/08/2019

30/08/2019

De een kan niet een heel land bereiken en de ander heeft een te oubollig marketing beleid. Twee bedrijven die voor hun eigen uitdagingen staan.

World capital of street art & graffiti? – It’s probably Belfast

22/08/2019

22/08/2019

Written by: AJ Kutlu here are two things that you are exposed to the most when you visit Belfast: People...

EnjoyInstagram

www.eskisehirescort.asia | www.escortantalyali.com | www.mersindugun.com