A high brow reflection on Creative LIAisons

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Creative LIAisons party.jpgKate Lill and Zoe Edwards a creative team at Y&R NZ are representing New Zealand at the 5th annual Creative LIAisons at LIA in Las Vegas. Here Kate’s eyebrows report on the program.

Every year Kate goes away on these ‘work’ trips. This year, after a long bout of silent treatment, she decided to take us both with her. There was no way these brows were missing a week in Las Vegas when our life-long hero Lionel Richie and his chocolate eye drapes were performing.

Kate and Zoe wanted to be bright-eyed and bushy for the first day just in case someone asked them a question, so after an early night, the four of us made our way from the pirate-themed ‘Treasure Island’ hotel to the first day of the not-so-pirate-themed Creative LIAisons.

Us in the Creative LIAisons conference room - first day!.jpgAs we walked along The Strip we were treated to some light sexual harassment by four security guards and a homeless woman, so arrived feeling full of confidence. The early morning population of the strip are super friendly.

Over the next two days Kate and Zoe learnt about the importance of passion, originality, relevance, emotional connection and being a little bit dead inside. An array of inspiring speakers affirmed why they work in this industry and why they hate audience participation.

At the casino - donThey also got some handy tips on each stage of the creative process. They now know that the creative brain cannot create and edit at the same time. They understand the importance of the incubation period, that time away from an idea or brief allows new neuronic pathways to light up, giving them new solutions they might not have found the day before. And they got a great quote from Wednesday’s final speaker Pum Lefebure – “if eyes are the windows into the soul, then eyebrows are the curtains”.

Kate and Zoe also got some good tips for Brows poolside.jpgtheir portfolio for when Y&R realise they let Kate’s eyebrows write their Campaign Brief article and fire them for real this time.  

We, on the other hand, learnt that there are a lot of smarter, younger and better looking foreheads throughout the world of creative advertising and Kate better start appreciating us.

Day two of Creative LIAisons - burning the candle at both ends.jpg