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DAY 7

I Fell in Love with an Asshole
Host: The Martin Agency
Speakers: Jenny Rooney (Editor of the CMO Network at Forbes Media), David Fleming (President and CEO of Donate Life), Joe Alexander (CCO at The Martin Agency), Will Spec, Josh Gordon (Filmmaker at Speck & Gordon)

The World's Biggest Asshole:

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  • The Ask: Get Millennial males to register as organ donors (hard ask)

    • young men have the lowest rate of donors despite them tending to be ideal organ donors

    • get assholes to think about dying​

  • The Solution: even an asshole can save a life

    • using an "unredeemable" character and making him a hero. 

      • provocative ​

      • gets you on the back end​​

    • Jokes are based on some kind of truth​​

  • In the first week, $0 was spent launching it and with some help from industry friends to get it out, it generated 50 million views. More importantly, there was an online average of 149 people registering a day. That shot up to 1080 a day average after the video went live. 

    • Turned into a PSA for Donate Life into a viral hit that lured elusive millennial males to sign up in droves and save lives.

    • 150,000 new organ tissue donors have registered since the video went live.

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DON'T BE AFRAID OF YOUR IDEA, THAT IS HOW IT DIES. STAND BY IT AND CREATE A CAMPAIGN FOR THE CAMPAIGN.

Facing Your Fear: Live
Host: See It Be It
Speakers: Katherine O'Brien (Associate CD at B-Reel), Krystle Mullin (Associate CD at FCB/SIX), Natasha Maasri (CD at The & Partnership)

Katherine O'Brien shared some childhood stories and fears. She talked about her past of feeling like an outlier and camafloucging paid off for her role as an advertising writer. But as her responsibilities grew, she realized she had forgotten how to have opinions.

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Natashi Maasri: "You get to choose which fear holds you back and which fear takes you forward. What's the worst that can happen? Fear of failure for me is the one that pulls me backwards.You'll face fear either way, but you choose which one sets your path." She spoke of Weiden + Kennedy having a big sign in their HQ that says "fail harder"...a comfort for a lot of people because its an agency that promotes risk-takers.

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Krystle Mullin: "It's like fear inception: talking about fear whilst being afraid." She talked about her story of her real baby doll obsessed as a child, contrasting her brother's fear of it, gave him sleep anxiety. "Fear can come back to get you...we can ignore our fear, but one day years from now, it's going to be staring at you with big real-baby eyes. Go into your crawl space - it might suck - find your fear and grab it! Pull it out into the light, because I think we should face our fear in the light, rather than tripping over it in the dark.

 

FEAR OF FAILURE IS THE BIGGEST FEAR HOLDING US BACK

This Talk Isn't Very Good - Dancing with My Inner Critic 
Host: Can Scorpions Smoke
Speakers: Steve Chapman (Chief Adventurer, Can Scorpions Smoke Change and Creativity Limited)

Steve Chapman walks out on stage with a mask on saying the speaker that's about to come out is not worthy to be here. He then removes the mask and introduces the mask as his inner critic. There is no 3-step program to inner bliss.

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"What I've learnt is that simply baring witness is not enough. To learn to dance with the inner critic instead of fighting it. I've developed a relationship with the critic - it's become an annoyance not an authority. Creativity is simply our human capacity to experience and express difference."

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"Shame thrives in the silence and the shadows so anything we as creatives can do to bring it back in to the light is helping."

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NOT CONQUERING YOUR FEAR IS OK

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