Didzis: So what did you think?
Vairis: An impressive event in terms of scope and intensity. What about you?
Didzis: I thought that this represented everything that is important for industries and a concentrated approach toward the future, which I thought was inspirational and useful. In addition, there were many wonderful stories and people from other sectors, starting with the photographer Platon, who has photographed many world leaders, and ending with stand-up comedy authors. What did you think about the submissions which won prizes?
Vairis: It seems to me that noble goals got more recognition than excellent ideas did do. That is a trend that does not apply just to this year.
Didzis: If something noble is done in accordance with the brand, then I have no objections.
Vairis: Are you thinking about the Boost Your Voice campaign?
Didzis: Yes. If you find a true story, then there are true emotions that help businesses. John Lewis, for example.
Vairis: The results are impressive and show that long-term relations with an agency pay off, as does clarity about the role of a brand in human lives.
Didzis: Marketing directors from Diageo basically talked about the same thing. As long as there is no precise clarity, communications do not work irrespective of how talented the people are and how much money is spent on the clip. On the contrary, when there is clarity, your story is true and human, and that represents magic.
Vairis: That’s true, but it is devilishly difficult to find clarity.
Didzis: Yes, because it means accepting unpleasant things and failures.
Vairis: Still, if that is not done, then it is not possible to learn anything.
Didzis: So let’s talk about something that is happy.
Vairis: I am truly delighted that Thailand received a gold medal about this.
Didzis: I am delighted that many campaigns related with and about girls won prizes.
Vairis: Even the Titan.
Didzis: Even the Grand Prix.
Vairis: Surely that is not a political decision that tries to satisfy modern trends?
Didzis: Absolutely not.
Vairis: I completely agree.
