— Frederik Voetmann / KK first-year student —
I was the lucky student chosen for Denmark’s spot in the Roger Hatchuel Academy
at the 2014 Cannes Lion Festival of Creativity. The Academy is a seven-day course held inside the Palais for 35 advertising students from all over the world. Selected students came from everywhere – China, Costa Rica, Nigeria, New Zealand – a true creative melting pot. During the week we had private talks and workshops from morning ’til night with some of the world’s top advertising geniuses: Gerry Human (Chief Creative Officer at Ogilvy London) challenged us to predict the Press Grand Prix winner and promised a case of champagne to the lucky winner; John O’Keeffe (Worldwide Creative Director of WPP) gave his five cents on the advertising industry; and Michael Conrad (President of the Berlin School of Creative Leadership) taught us his legendary “7+ To Heaven-scale” for rating creative work. In addition to all the inspirational talks and workshops we worked in teams of four on a brief from Statoil, the Academy’s sponsor. Our solutions were to be presented to Statoil’s Head of Creative Strategy as well as the Creative Director of McCann Oslo at the end of the week. The winning team won an internship at McCann, and a hiking trip in Norway to see the Northen Lights! Overall, my week at the Roger Hatchuel Academy was a life changing 7-days of non-stop sensory overload. I worked with people from all over the world and came home to Copenhagen more inspired, and tired, than ever before – and … I’d do it all over again if I could.