ADVENTURES IN ADLAND //Adventures in AdLand: Building the ‘Super Team’ Fortress Where Boss Battles Are Client Pitches! As a millennial, I grew up with the emergence of video games and my heroes were Mario, Sonic and Rayman. When I turned on my console, I jumped into a new world, full of possibilities and excitement. When I switched it off and went back to real life, I imagined myself as a hero on a quest, trying to overcome challenges. As I grew up, I mostly forgot about that feeling. Then, a few months ago, we entered a new pitch for a huge car brand. It was the type of pitch that is full of stages and difficulties. My team and I thought back to the good old days and decided to play it as if we were playing Super Mario! by Fabrice Plazolles Chief Creative Officer, Havas Play LEVEL 3 LEVEL 2 THE PRINCESS PEACH MOMENT - TEAM ALIGNMENT LEVEL 1 NAVIGATING The pinnacle of this team- CHALLENGES building level is achieving TOGETHER perfect alignment. It’s the BUILDING THE DREAM moment when each team Just as Mario and his team member understands their TEAM FORTRESS navigate challenges and role, shares a common obstacles in the Mushroom vision, and is ready to Embarking on an a unique “power-up” to Kingdom, my team and I advertising pitch is akin to the table. Just as Mario embark on the creative face hurdles such as tight quest together. Just as constructing a dream team collects mushrooms for deadlines, small budgets, fortress in the Mushroom strength, I gather motion Mario’s ultimate goal is to constraints or client rescue Princess Peach, our Kingdom. The initial stage, designers, copywriters, expectations. The strength for a creative director, is and art directors each collective aim is to deliver not just about exploring of our fortress lies in our an outstanding pitch that representing a vital ability to overcome these ideas but assembling a element in the creative captures the essence of the challenges collectively, client’s needs. team of diverse talents, arsenal. The foundation of leveraging the diverse skills each serving as a crucial any successful campaign and perspectives within component in the journey lies in the strength of the the team. ahead. team, and this initial stage is about strategically LEVEL COMPLETE Much like Mario gathers placing each team his allies to conquer member in a role that challenges, my role maximizes their talents. VICTORY involves handpicking a TOAST team with a diverse set of In this team-building skills and perspectives. It’s process, each member is With the pitch won, our not just about individual a power-up, contributing fortress stands tall. We prowess; it’s about the a unique set of skills that LEVEL 4 celebrate this triumph, synergy that emerges enhances the collective toasting to our teamwork when creative minds strength of the group. and creative prowess. The collaborate, each bringing victory echoes through the IDEATION THE BOSS BATTLE: ODYSSEY TEAM PRESENTATION office like the iconic “It’s me, Mario!” or “It’s us, Havas!” Before the grand The climactic boss battle a rallying cry of success presentation, we embark in our advertising journey and a testament to the on an ideation odyssey, is the presentation to collective spirit that turned much like Mario navigating the client. The strength the client arena into our through challenging levels. of our fortress, forged own Mushroom Kingdom of The brainstorming sessions through strategic team achievement. Onward to the become our creative construction, is put to the next adventure! landscapes, filled with test. Like Mario facing unexpected twists and Bowser, presenting to turns. Each idea is a power- clients demands a united up, propelling us forward front, where each team to conquer the final level member contributes – the client presentation. their unique power-up to In this ideation quest, we showcase the full potential unveil our creative arsenal, of our creative prowess. ensuring we enter the client pitch armed with innovative concepts and a touch of the unexpected.