Program

19:00-21.00 | Hub

CPAperitivo

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10:00 - 11:30 | IF! Base - IF! Workshop

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CLEAN YOUR ROOM UPSTAIRS!

Presented by Mindscapes.

 

With Ravid Kuperberg (Partner & Trainer, Mindscapes).

Your mind is like an infinite dark room filled with amazing creative ideas, just lying there on the floor unseen, waiting to be bumped into and picked up. But why wait? Why move around in a muddle of darkness? What if there was a simple practical method which would make sense out of creative thinking. A method which organizes the way your mind thinks and helps you structure the way you come up with new ideas. Which helps you find exactly what you are looking for, in a more efficient and effective manner. And which has proven itself over and over again throughout the years.

 

In english

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10:00 - 12:00 | IF! Lecture - IF! Lecture

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NEW SOLUTIONS FOR COMMUNICATING FASHION

With Paolo Ferrarini (Researcher, Professor, Publisher).

In this workshop we shall learn of the recent developments in the most successful communication strategies in the fashion business, with the aim of identifying the current direction and emerging trends in the industry today.

 

In Italian

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10:00 - 13:00 | IF! Lecture - IF! Workshop

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MY F*****G MANIFESTO

With Paolo Ferrarini (Researcher, Professor, Publisher).

Who are we? Where do we come from? Above all, where are we going? If you haven’t already found the answers to these questions, you probably won’t find them in this workshop either. Instead participants will turn their ideas for their personal futures into a form of manifesto.

 

In Italian

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10:00-10:45 | IF! GoogleLab - IF! Talk

HACKING BRANDED ENTERTAINMENT: KPI, INSIGHT AND CREATIVE KICKSTARTING FROM 2018 OBE RESEARCH

Presented by OBE, Osservatorio Branded Entertainment.

 

With Anna Vitiello (Head of OBE Insight Hub), Antonio Filoni (Head of DuePuntoZero & Digital Offering, DOXA).

Talking about Branded Entertainment is easy enough; to do so with a scientific approach and with supporting data is less so. OBE Osservatorio Branded Entertainment, the body that represents and brings together the major companies in the sector, presents in collaboration with DOXA the results of research on the efficacy of the BE Digital 2018 projects. Significant indicators emerge to help professionals as well as a first shared model for KPI analysis and measurement for this kind of enterprise.

 

In italian

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10:00-10:45 | IF! Arena -IF! Roundtable

BRAND MILANO: INTELLIGENCE AND CREATIVITY, BEYOND TERRITORIAL MARKETING

With Luca Martinazzoli (Territorial Marketing Director for Milan City Council), Emanuele Nenna (President ASSOCOM), Vicky Gitto (President ADCI – Art Directors Club Italiano).

In the wake of Expo 2015, Milan has managed to create its own brand, quite apart from the city’s regular promotional activities and territorial marketing, but rather to do with coordinated management and an ability to draw together the economic, socio-urban planning and cultural aspects of the city. The result, in direct contrast with the rest of Italy, is plain to see, and has had a positive effect on the city’s identity, image, perception within, and its ability to continually increase its appeal. We talk to the prime movers.

 

In Italian

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10:00-11:30 | IF! Deck -IF! Workshop

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DOMUS ACADEMY + ACCENTURE DIGITAL. DESIGN THINKERS: DIFFERENCE AS A VALUE!

Presented by Domus Academy.

 

Moderated by Elisa Chiodo (Program Leader Master in Visual Brand Design, Domus Academy) and Michele Aquila (Program Leader Master in Interaction Design and Service Design, Domus Academy), Roberto Longhin (Head of Design Studio Milan, Accenture Digital) and Fabrizio Lo Presti (UX Manager, Accenture Digital).

Multicuturality and multidisciplinarity, collaboration and creativity are all part of the DNA of Domus Academy, a living and breathing laboratory where it is the students who are the protagonists, experimenting, exploring, making mistakes, learning, generating different models, as well as new processes and ideas.

“Experience Design” (Master in Visual Brand, Master in Interaction Design and Master in Service Design) will present the event and host Accenture Digital. Roberto Longhin and Fabrizio Lo Presti will demonstrate how design thinking starts from maximum attention to the user and their needs and offers tools that are powerful and versatile enough to create digital products able to satisfy the new expectations of the public.

 

 

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10:00-12:00 | IF! Club - IF! Talk

THE WISE CEO

This year IF! introduces a new format: The Wise CEO. Young creatives and communicators will be offered the unique opportunity of a one-to-one meeting with the CEO of an agency (media, advertising, PR, events…). It will not be a job interview; participants will have fifteeen minutes each to ask for any kind of advice, such as what direction to take, what objectives to set themselves or how an agency is organised internally. A one-to-one career chat in which experienced (and successful) people put themselves at the disposal of those who want to start work or change their job.

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10:00-18:30 | IF! Factory - IF! Masterclass

BASIC PRINCIPLES OF GOOGLE ADS AND VIDEO ADVERTISING by Google

Moderated by Silvio Camilli (Altura Labs, Google Regional Trainer), Daniele Donzella (Altura Labs, Google Regional Trainer).

Google Ads certification is a professional evaluation given by Google to those who have shown they are adept at using Google Ads. The course is divided into two sections. In the morning, a training session will be devoted to the fundamental principles of Google Ads and to basic and intermediate concepts. The afternoon will be taken up with video advertising, focusing on both basic and advanced concepts, among which best practices to create, manage and optimize video ad campaigns on YouTube and the web. At the end of the workshop all participants will take an exam to qualify for the Google Ads certification.

 

In Italian

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10:30 - 13:00 | IF! Base - IF! Workshop

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BRAND IDENTIKIT How a brand interacts with the individual

With Gaetano Grizzanti.

We no longer live in an age of reality, but in one of perception. A new global scenario now influences the affirmation process of a brand, subverting the traditional ‘rules’ of business and all the paradigms of communication. In the same way as psychoanalysis and psychology, branding too is a discipline whose principles can be challenged. But, as neuroscience has shown, it is undeniable that the behaviour of people is affected, considering that 90% of decisions are unconscious and not everyone is aware of why they make them. In order to survive the changes in the market in this digital age, a brand must create its own autonomous personality, independent of the product itself and of social trends and passing fads, embodying an ideal, to maintain its place in the emotions of the individual consumer. In this seminar – based on his Brand 3.0 theory – Professor Gaetano Grizzanti will talk about the fundamentals of modern branding and will show how to conceive and develop a brand in the third millennium, able to captivate and seduce the consumer.

 

In Italian

 

 

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10:30-13:00 | IF! Base - IF! Workshop

DIVERSITY, WHAT???

With Francesca Vecchioni (President & Founder Diversity) and Gabriella Crafa (VP Diversity and Head of Digital at Focus Management).

Do we really think we’re all the same? Fortunately, we’re not.

The numbers of the the types of diversity are surprising and being able to communicate with each and every one of them means not only succeeding in cultivating the value of these differences but also seizing a great opportunity for brands and for those in the industry in general. Behind the numbers also lie a multiplicity of people who, in recent years especially, have radically changed their habits of choice and as consumers, as they move towards digital channels. Recognising and understanding this new complexity and the rules of the game is the key to targeting accurately and effectively those male and female consumers who we want to address.

 

In Italian

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10:45-11:30 | IF! Arena - IF! Interview

OF STORIES AND OTHER DEMONS: DARK STORYTELLING IN THE TIMES OF ROVAZZI

Presented by Omnicom Media Group.

 

Moderated by Ludovica Federighi (Head of Fuse).

 

With Fabio Rovazzi (author, director, web communicator and singer).

The rules of storytelling are the same for everyone :showrunners,  writers, directors, youtube creators or influencers, if you want to tell a compelling story you have to work on lights and shadows, face any kind of theme and use complex, no monochrome, characters. This rules are for Brands, too: when they decide to become storyteller, or publishers, they have to face their endemic ‘fear of dark’, go over the flat, always sunny, edulcorated fairy tales they often tell, and finally decide to embrace the darkness. In this event,  FUSE will disuss the new fronteer of Brand ‘dark’ storytelling with a Creative, a Director, a YT Creator, an influencer, a super expert of tv series all in one very skinny person: Fabio Rovazzi.

About himsef, he says. ‘ I finished Netflix’ .

Inspired by Nike, Kaepernick, and all the people that just do it.

 

In italian

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10:45-11:30 | IF! GoogleLab - IF! RoundTable

IS THE STORYTELLING OF DATA A THREAT OR AN OPPORTUNITY?

Moderated by Salvatore Sagone (Managing Director of ADVexpress and President of ADC Group).

 

With Marianna Ghirlanda (AD DLV BBDO), Vicky Gitto (President ADCI).

The power of data calls into question the business model of communication agencies and the role that creativity plays in a context where knowledge of the consumer has become increasingly important. At the same time new opportunities arise that lead to communication that is more creative and effective. The new rules of the game are played according to agencies and clients.

 

In italian

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11:30-12:15 | IF! Arena - IF! Talk

THE CRAFTING CONVERSATION: DESIGN IN THE AGE OF AI

Presented by Google.

 

With Daniel Padgett (Design Lead for Google Search and Assist).

As we move from a mobile-first to an AI-first world, we’re seeing a fundamental shift from old paradigms that forced us to learn how to interact with machines toward new paradigms that necessitate teaching machines how to interact with us. This development highlights the need for everyone building apps and services to think very carefully about new interaction models that enable conversations with artificially intelligent assistants in multiple contexts and on multiple devices. In this session, we’ll take a practical look at conversation design, the state of foundational assistive technologies, and key considerations for creating seamless experiences across surfaces.

 

In english

 

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11:30-12:15 | IF! GoogleLab - IF! Talk

DATA DIVERSITY IN STORYTELLING: THE RELATIONSHIP BETWEEN EMOTIONAL AND ARTIFICIAL INTELLIGENCE

With Alice Siracusano (CEO LUZ), Gianna Martinengo (CEO DKTS – Digital Knowledge Technologies Services).

Applying big data to content and creative narration has today become increasingly frequent. To avoid machines being biased, or indeed feeding prejudice, we have to ensure that human instructions provide them with input that is balanced and varied. Emotional intelligence, more developed in women than in men, leads to reasoning that allows for inclusion and multiplicity, and not a cluster of data, so that what emerges is diversity with all its exceptions.

 

In Italian

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11:30-12:15 | GoogleLab-IF! Talk

THE MEANING OF THE FLOP IN THE CREATIVE INDUSTRY

With Fabio Guarnaccia (Director of LINK), Pietro Minto (Journalist).

The flop is the ultimate disaster in the worlds of culture, industry, communication and show business. Fear of a flop looms over all professionals. Yet we can learn an enormous amount from what doesn’t work, so as not to make the same mistakes again. And even tripping up can prove  to be the perfect opportunity for second thoughts and a creative relaunch.

LINK is about to come out/has just come out with an issue devoted entirely to flops. The magazine’s director will give IF! a preview of  some of the content, from the epic failure to the top ten flops from the year 2000/of the last eighteen years.

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11:45-12:45 | IF! Deck - IF! Workshop

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BIG DATA AND ALGORITHMS. THE ‘HIDDEN’ SIDE OF INTERNET

Presented by Tradelab.

 

With Gaetano Polignano (Country Manager, Tradelab Italy).

Research is transformed into data, interactions are transformed into data, geographical positions become data. All our digital activities generate information which allows businesses to get to know our tastes, to preempt trends and to have a good idea of what we would like to buy. In this workshop we shall learn the processes and technologies which lie behind an ad made-to-measure for the consumer.

 

In Italian

 

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12:15 - 13:00 | IF! Arena - IF! Talk

FROM ANALOGUE TO DIGITAL HUMAN INTERACTIONS. BROUGHT TO YOU BY THE POWER OF MUSIC.

Presented by MassiveMusic in collaboration with The Smartphone Orchestra.

 

With Alex Normanton (EU Creative Director of Music & Brands, MassiveMusic Amsterdam) and Steye Hallema (Creative Director The Smartphone Orchestra).

Going from analogue interactions to digital engagement. This session is an active exploration about getting human beings to be human doings – by simply interacting more. All united by the power of music as the original universal superglue.

 

In English

 

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12:15 - 13:00 | IF! GoogleLab - IF! Story

MUSIC AND SOCIAL INTELLIGENCE FOR THE REAL-LIFE COMMUNITY: THE CONSOLIDATED SUPERPOWER OF CHROMOSOME 21 THROUGH MUSIC

Presented by Mokamusic.

 

Moderated by Francesca Chialà (Administrative Advisor of Teatro dell’Opera di Roma).

 

With Philip Abussi, (Composer, MokaMusic Co-Founder & Head of Music), Lucia Ritrovato (Responsible for Strategy Communication and Press Relations at Fondazione Musica per Roma – Auditorium Parco della Musica) e Anita Falcetta (Mokamusic Co-Founder & External Relations).

Self-awareness can sometimes be the starting-point for a form of “social intelligence”.  Mokamusic will tell the story of how a personal experience resulted in a social non-profit venture, when they met Raffaele, a 14-year-old with Down’s syndrome. on the island of Ventotene. Raffaele’s extremely strong bond with music led to a powerful message of the strength of the human spirit going viral.

 

In italian

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12:15-13:00 | IF! GoogleLab - IF! Story

HUMAN CREATIVITY: BRIDGING THE GAP BETWEEN TECHNOLOGY & HUMANITY

With Fiorenza Plinio (Head of Creative Excellence, Cannes Lions).

Incredibly powerful technologies are amplifying the human experience across VR, AR, MR, blockchain and machine learning. But how do tech companies, marketers, and creative agencies collaborate in bridging the gap between technology and humanity? In this session Fiorenza, Head of Creative Excellence at Cannes Lions, will take a peek behind the curtain and glimpse the technologies that are driving the unprecedented opportunities of human + machine combining forces to co-create, showing multiple examples of Cannes Lions winners where human-led creativity can have a transformative effect on communities and lives when combined with technology. Technology and data should ultimately free up the industry to unleash creativity, not get in its way.

 

In English

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12:15-13:00 | IF! GoogleLab - IF! Talk

OUT OF HOME IS MOBILE. CREATIVE AND MEDIA CHALLENGES IN AN INCREASINGLY “ONE TO YOU” SHOW SCHEDULE

Presented by Clear Channel.

 

With Carlo Rinaldi (Marketing & Innovation Director, Clear Channel).

OOH is without doubt the media which is evolving most rapidly in terms of creativity and content. Interactivity, customisation and artificial intelligence are the key factors that are driving this growth. Clear Channel will explain these new scenarios for advertisers and publishers and will reveal the winners of Social Battle #YourHumanIntelligence, out of those who answered the question: “What are the things that Human Intelligence can do?”

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13:00-13:45 | IF! Arena - IF! Talk

HUMAN INTELLIGENCE VS FAKE NEWS

Presented by Wired.

 

With Andrea Gentile (Science Journalist) and Gianluca Dotti (Science Journalist).

Obama was born in Africa, not in the United States. His birth certificate says so, doesn’t it?  That would have been a real scoop for any newspaper. What a shame the certificate was false. But in the meantime this piece of fake news had gone around the world. That’s what happens when celebrities are involved, when you have explosive information in your hands and you want to be the first to break a piece of news. But you need an experienced nose to sniff out that conflicting detail, that element that isn’t quite right, and realise that that piece of news has been made up. Is artificial intelligence up to it? Perhaps we’ll get there one day, but for the time being that dear old faithful human intelligence is still indispensable.

 

In Italian

 

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13:00-14:00 | IF! Club - IF! Talking Lunch

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DATA SERVED ON A PLATE

Presented by True Company.

 

With Daniel Facen (Chef A), Simone Cristiani (ECD True Company).

Molecular (and bipolar) dialogue between a creative director and a starred chef who made the kitchen of his restaurant a laboratory for scientific research; human intelligence served on a plate in the hope of finding the perfect recipe for digestible data.

 

In italian

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13:00-14:00 | IF! Deck- IF! Talking Lunch

THE PERFECT STORM: FROM ARTISTIC GENIUS TO BIG DATA

Presented by ACTION & BRANDING – THIS IS IDEAL Group.

 

With Alessandro Pedrazzini (CEO Action & Branding), Francesco Riganti (Marketing Director at Mondadori Retail), MrSavethewall  (Independent artist).

Brand communication is increasingly governed by data but creativity remains the only means for differentiation and visibility. Creativity, in its currently accepted meaning, is to an ever lesser degree a finite process that is resolved within a communication agency and increasingly an inclusive process, able to involve more players, in order to generate a collective intelligence.

By way of the presentation of a new programme only now in circulation, we shall be presenting an innovative model of connection, bringing together an artist, a communication agency and a client.

The result is a system of connections in which creativity is the end result but its genesis is attributable to a collective intelligence with borders that are hard to define.

 

In Italian

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13:45-14:30 | IF! GoogleLab - IF! Talk

HUMAN STUPIDITY, HUMAN CREATIVITY AND THE POWER OF F*CKING UP

Presented by We Are Social.

 

With Tom Phillips (Editor at FullFact) and Gabriele Cucinella, Stefano Maggi, Ottavio Nava (CEOs We Are Social).

There are many ways to celebrate human intelligence. The most unexpected is exploring its opposite: “human stupidity”. Art, science, culture, technology, commerce: we humans have inhabited this planet for just 70.000 years, yet our achievements are unimaginable for any other species. On the other hand, to become what we are today, we had to go through innumerable ingenuities, missteps, mistakes, errors and in general a monumental amount of ideas that turned out to be just plain stupid.

Does stupidity correlate to creativity? Is it a necessary evil of human progress? Should we encourage it, avoid it or simply accept it? What are the main instances of stupidity today?

Tom Phillips, author of “Humans: A Brief History of How We F*cked It All Up”, will chat with Gabriele, Stefano and Ottavio from We Are Social and guide us through an exploration of stupidity in the past, present and (potentially) future of mankind.

 

In English

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13:45-14:30 | IF! Arena - IF! Roundtable

ATTENTION: THE NEW CURRENCY IN THE CONTENT ECONOMY

Moderated by Marianna Ghirlanda (CEO DLV BBDO).

 

With Emanuele Landi (Executive Director of Media Sales & Partnership, Fox Networks Group Italy), Michele Ferrarese (Executive Creative Director On Air, Fox Networks Group Italy), Vincenzo Piscopo (Head of branded content, Ciaopeople), Gianluca Fru (Creator, The Jackal).

The time of “content is king” is over. Today the market and the general public demand more. We have moved on to supercontent, well written and always original, but whose principal objective is to capture the attention of an increasingly distracted viewer. So today the assertion has become “supercontent is king and attention is queen”. We shall discuss all of this with a publisher and with content creators who face this challenge every day.

 

In italian

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13:45-14:30 | IF! Arena - IF!Talk

HUMAN SUPERPOWERS: FREEDA TELLS THE STORY OF ILARIA NAEF

Moderated by Alessandra Lanza (Managing Director IF!).

 

With Ilaria Naef, (WCMX athlete)and Daria Bernardoni (Editor-in-Chief of Freeda).

A reflection on women’s sport, on determination and disability, through the lens of Freeda and the eyes of Ilaria Naef, Italy’s leading WCMX (Wheelchair Motocross) athlete and bronze medallist at the 2017 Dallas World Championships. Appearing with Daria Bernardoni, Ilaria will present a sneak preview of the video that shows her unique approach to the challenges she has faced in her life, and which have motivated her to take up a sporting career in WCMX, a sport similar to skateboarding or BMX, but using a specially modified wheelchair.

 

In Italian

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13:45-14:30 | GoogleLab-IF! Talk

RECOGNISING STYLES WITH EYES AND ALGORITHMS

With Luca Morena (Co-founder and CEO, iCoolhunt Spa/Nextatlas), Paolo Ferrarini (Researcher, Professor, Editor).

Over the last fifteen years the concept of coolhunting and researching trends has radically changed. An ex-coolhunter, now academic, and an ex-philosopher who now works on machine learning exchange views on the challenge/collaboration between man and machine in recognising styles. In their dialogue they will look at the worlds of fashion and design, to discover the impact of these changes on the world of communication.

 

In Italian

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14:30 - 16:00 | IF! Base - IF! Workshop

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INSIGHTS WHICH MAKE A DIFFERENCE, NOT JUST MAKE SENSE

Presented by Mindscapes.

 

With Ravid Kuperberg (Partner & Trainer, Mindscapes).

 

The majority of the most creative and effective award-winning campaigns are based on game-changing insights. Yet, uncovering a truly meaningful insight is one of the hardest tasks in brand communication. This session suggests a unique way of defining an insight (hint: it is not a single revelation). It then presents practical thinking tools which enable us to look at reality through different prisms, so as to attain powerful insights.

 

In English

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14:30 - 16:30 | IF! Lecture - IF! Workshop

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BREAK THROUGH THE HYPE OF IOT: SMART OBJECTS FOR SMART PEOPLE

Presented by The FabLab.

 

With Matteo Ordanini (Head of TFL Learning Centre), Giulia de Martini (Head of Research).

The Internet of Things design workshop is a practical course to help working teams to identify and plan clear, valuable and workable solutions in the sphere of the Internet of Things, the conception of related products and the creation of suitable business models for their implementation. The session will allow participants to become familiar with the basic elements and logical development of a related product and to construct a practice model with the principal functions of a smart object.

 

In Italian

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14:30-15:15 | IF! Arena - IF! Talk

IDEAS THAT BRING PEOPLE TOGETHER

Presented by Facebook.

 

With Caitlin Ryan (EMEA Regional Director, Creative Shop, Facebook).

A look at how we’re building more meaningful work, by connecting businesses and people. This is not just about being “mobile first” but shifting to “mobile & people first”. Facebook believe in building deeper connections between brands and people on our platforms. And that, for us, is only possible through Creativity.

 

In english

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14:30-15:15 | IF! Arena - IF! Interview

TEN REALLY COMFORTABLE QUESTIONS FOR…

With Sergio Spaccavento (Creative Director Conversion), Maccio Capatonda (Comedian, Director, Actor), Chris Costa (Musician).

Sergio Spaccavento’s same old interview, this time with Maccio Capatonda, with musical commentary from Chris Costa.

 

In italian

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14:30-15:15 | IF! GoogleLab -IF! Talk

BIG DATA FOR BIG IDEAS – CREATIVE ALGORITHMS

Presented by Nielsen.

 

With Alberto dal Sasso (AIS Managing Director & Head of Global RAM, Nielsen), Paolo Iabichino (Chief Creative Officer, Ogilvy & Mather), Antonella Di Lazzaro, (Deputy Director Digital, RAI), Luisella Giani (EMEA Innovation Director, Oracle),  Paolo Ciuccarelli (Communication Designer, Density Design Research Lab & Ass. Professor, PoliMi).

The graphic representation of data is no longer merely a question of aesthetics, but of transparency, immediacy and above all of creativity. Different sectors of the industry discuss  how to convey complex information in the age of the image.

 

In italian

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14:30-15:15 | IF! GoogleLab - IF! Talk

HOW TO HANDLE STORYSELLING ON YOUTUBE

Presented by Google.

 

With Giacomo Zanni (YouTube Video Specialist, Google).

What’s going on today on YouTube? What are the new rules of communication? Do you know them? Well, I don’t. Let’s find out together.

 

In Italian

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14:30-16:30 | Sala Deck - IF! Workshop

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EVERYTHING YOU SHOULDN’T KNOW ABOUT BRANDED ENTERTAINMENT

Presented by IED.

 

With Samanta Giuliani (Digital Strategy Manager, The Big Now) and Anna Gavazzi (Managing Director, OBE – Osservatorio Branded Entertainment).

It is one of the most popular buzzwords of recent years. Everyone talks about it but few know how to do it well. In any case, everyone has their own idea of what Branded Entertainment is. But what if it’s the wrong idea? Join the Osservatorio Branded Entertainment and The Big Now in order to put your knowledge to the test in a gaming workshop that singles out your Human Intelligence to debunk the myths around one of the year’s most talked about topics. Are you ready to forget a few buzzwords and win a gadget or two?

 

In italian

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14:30-16:30 | IF! Deck - IF! Workshop

WE ARE MADE OF THE SAME STUFF AS STORIES

Where does an idea come from? Confusion and trauma. Turning points, revelations and fatal flaws.

 

In italian

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14:30-18:30 | IF! Lecture - IF! Workshop

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CO-CREATING IF! 2019

Presented by  Torke CC.

 

With André Rabanea (CEO, Torke CC) & Pedro Alegria (Innovation Director, Responsible for the co-creation methodology development and the Agency’s Research & Development).

For this co-creation session you’ll be taking part on a creative and strategic journey with like-minded people to rethink IF! Festival’s 2019 edition. From improving the overall experience, to defining new categories, spaces and services, the collective brain-ware will dive into IF!’s offering to co-create the best version of the festival, yet.

This session is for everyone who want to actively shape the future of the Festival with like-minded people, while having access to creative tools and IDEATORS, a co-creation methodology that has been applied in projects on more than 14 countries across 4 continents.

 

In english

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14:30-18:30 | IF! Factory - IF! Workshop

UNLOCK CREATIVITY

Moderated by Torke CC

 

With André Rabanea (CEO, Torkecc) & Pedro Alegria (Innovation Director, responsible for the co-creation methodology development and the agency’s Research & Development ).

Through this outstanding workshop you will be guided through a highly innovative problem-solving methodology to increase creative & strategic efficiency, by accelerating processes through collaboration & creativity. This session is for everyone who want to actively have access to creative tools and IDEATORS, a co-creation methodology that has been applied in projects on more than 14 countries across 4 continents.

 

In Inglese

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15:15 - 16:00 | IF! GoogleLab - IF! Talk

IN CONVERSATION WITH A CREATIVE SUPERSTAR

Moderated by Fabio Pelagalli (Course Leader – Master Creative Advertising, NABA).

 

With Ferdinando Verderi (Founding member and Creative Director, Johannes Leonardo).

A conversation with Ferdinando Verderi, in which we will look in depth at his creative approach, examining the key moments of his often irreverent and multi-awarded work for streetwear brands such as Adidas Originals and Alexander Wang among others.

This is a chance to discover what lies behind the creative process of an Italian trailblazer in the international cutting-edge sector of our industry.

 

In Italian

 

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15:15-16:00 | IF! Arena - IF! Interview

REVERSE INTERVIEW

Moderated by Roberto Ottolino (Senior Creative at The&Partnership Italia).

 

Paola D’Ugo and Aldo Manconi (Students at POLI.design) interview Alessandro Sabini (Chief Creative Officer at McCann Worldgroup), Stefania Siani (Executive Creative Director at BBDO) and Marco Venturelli (Executive Creative Director at Publicis).

This is the second outing for the format that turns the classic interview inside out. Two young creative question three well-known creative directors, with the unusual aim of deciding which one to take on as their ideal boss. A reversal of roles which though tongue-in-cheek has a meaningful message, (re)discovering that at the base of every professional relationship lies first of all a human rapport.

 

In Italian

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15:15-16:00 | IF! GoogleLab - IF! RoundTable

INSIGHTS INTO HUMAN INTELLIGENCE ENHANCE THE VALUE OF BRAND CONTENT

Presented by Brand News.

 

Moderated by Nicola Zonca.

 

With Viviana Manera (Marketing Manager My Coke, Coca Cola Italia) and Marco Manzone (in charge of marketing for Italy and Western Europe, Ariston Thermo).

 

Branded content & entertainment allows businesses to talk to their consumers, by levering on their enthusiasms, curiosity and thirst for novelty and excitement. Brand News will present two case histories in which these human insights direct the narrative and communicate the brand message: Coca-Cola with “Street Food Battle” talks to food lovers and teases their taste buds with its highly  original food truck recipes; Ariston Thermo Group returns to communication with ‘The Comfort Challenge’, an extraordinary venture to bring warmth to the glaciers of Greenland.

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15:15-16:00 | Sala Arena IF! Interview

THIRTY YEARS OF CREATIVE INTELLIGENCE: FROM CRAFTSMAN-MADE TO THE FRONTIER OF ARTIFICIAL INTELLIGENCE:

Moderated by Laura Corbetta (CEO & Founder YAM112003).

 

With Sergio Pappalettera (Art Director and Founder of Studio Prodesign).

 

Laura Corbetta interviews Sergio Pappalettera. Reviewing his career, we look back at the ten key evolutionary stages of the last three decades. Language, art and communication, the relationship between analogue and digital and an idea about the future.

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16:00 - 16:45 | IF! Arena - IF! Interview

NELLA GABBIA DEI LEONI

With Nicola Lampugnani (Vice President ADCI, Brand & Creative Senior Director Discovery Italy)

Nicola Lampugnani interviews four jury members from the recent Cannes Festival, to shed light on the dynamics and reasoning behind the most important event in the ad industry.

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16:00-16:45 | IF! GoogleLab - IF! Talk

SELLING BEAUTY: REAWAKENED BY INSPIRATION, KISSED BY TRANSACTION

Presented by Isobar.

 

Moderated by Lavinia Garulli (Creative & Strategy Principal Italy, Isobar).

 

With Simon Gill (EMEA Experience & Creative Officer, Isobar).

How many times we are used to hear “wow, beautiful creative but I have to sell…” or “interesting data but how do I use them?” Nowadays, we still face a cultural clash between the scientific approach – made of data, numbers, tracking – and the storytelling one – inspiring, emotional and beautiful – to satisfy the need to build the brand identity. But, if the answer is still “hidden”, might be a matter of question?   “Brand Commerce” to Isobar means finding new and disruptive ways to redefine the creative use of technology, able to change brand’s and people’s lives.

 

In English

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16:00-16:45 | IF! Arena - IF! Talk

ARTIFICIAL INTELLIGENCE AS AMPLIFIER OF CREATIVE POWER

Presented by Google.

 

With Vincenzo Riili (Marketing Director, Google).

Creativity breaks the rules, surprises and shapes new ways of communicating the world around us. We shall discover how technology and in particular Artificial Intelligence, designed to understand and make the most of existing models, can in practice bolster the role of the creative and provide them with new unexpected opportunities.

 

In Italian

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16:00-16:45 | Arena - IF!Story

ANTS TOO IN THEIR OWN SMALL WAY HAVE HUMAN INTELLIGENCE

With Francesco Bozza (Chief Creative Officer, FCB Milan).

Witticisms, tweets, posts. Snippets of instant and freewheeling humour today overcrowd the net. They amuse and entertain, but they can also be intelligent insights for campaigns and communication projects. Francesco Bozza, author together with Gino & Michele of the best seller “In Their Own Small Way, Ants Post Too”, explains how the idea for the book came about and how memes and short sharp gags, in their own small way can inspire.

 

In Italian

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16:30-18:30 | IF! Lecture - IF! Workshop

EXTRA PASS EVENT TICKET HERE

CREATIVE CONTENTS POWERED BY PEOPLE

Presented by We Are Social.

 

With Bruno Tecci (Senior Strategy Director), Alessandro Sciarpelletti (Creative Director), Daniele Piazza (Creative Production Director), Miguel Lima (Group Account Director).

Every day, people come into contact with thousands of pieces of content, both as consumers and creators, thereby contributing to continually evolving methodologies of interaction, language, formats, channels and devices. How can brands respond, or rather, how can they be adaptable and stay ahead of these challenges and deal with them promptly, frequently and efficiently.

 

In Italian

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16:45-17:30 | IF! Arena -IF! Talk

DATA’S INFERNO

With Gordon Bowen (Founder & Global Chairman McGarryBowen).

‘Data’ seems to be the new “D word,” surpassing even “digital” as the topic “du jour” in virtually every marketing forum.  Using examples from the world’s most iconic brands, Mr. Bowen will explore the pro’s and con’s, the do’s and don’ts and the WonderLand and WasteLand that data can elevate or obliterate.

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16:45-17:30 | IF! GoogleLab - IF! Talk

JUST LIKE MOSQUITOS: THE PHENOMENOLOGY OF THE HATER. ANNOYING, INEVITABLE, USEFUL

Presented by ABC Production.

 

Moderated by Davide Depalo (Creative).

 

With Mary Sarnataro (Actress, Comedienne and tv personality from “LE IENE”).

An analysis of the profile of the hater, and an attempt to find a connection between hate speech and business.

With the help of Mary Sarnataro from the Italian TV programme “Le Iene”, which certainly know all about haters, we shall try to highlight the thin line between easy humour and hurtful calumny, starting with the question, “How many times have we ourselves been haters, without fully realising it?” A reflection on the signficance of this concept, halfway between practical joking and bullying, and on the scenarios that can open up from the point of view of marketing, communication and business. A growing paradox of values which calls to mind our instant reaction when we come across a mosquito: annoying, inevitable but yet somehow useful.

 

In Italian

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16:45-17:30 | IF! Arena - IF! Interview

HUMAN ASSISTANT: DOUBLE INTERVIEW WITH WILLWOOSH AND GOOGLE HOME

Presented by Google.

 

Moderated by Carla Leveratto ( Creative Partnership Manager, Google).

 

With Guglielmo Scilla – Willwoosh (creator and actor), Google Home (itself).

A lot is talked about man-machine interaction and how dialogue and complementarity might be possible between the two. Today we try to put it into practice by experimenting with a double interview, with Guglielmo Scilla (Willwoosh) and Google Home on the topic of creativity, communication and pop culture, but also about everyday problems.

 

In Italian

 

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16:45-17:30 | IF! GoogleLab - IF! Talk

HOW TO USE #L IN COMMUNICATION

With Mafe De Baggis (Communication Consultant).

Today, instead of it being us who are hitting the target, it is now the pubic who have taken the initiative and are speaking to businesses, often attacking them with data, memes, questions, comments and scrutiny of every kind. To learn how to see the client as protagonist of his own story – which indeed he is  – we must pick up clues, formulate theories and use human intelligence to give a sense to everything. The objective is to answer the only question which allows advertising creativity to capture and keep people’s attention. What problem will you resolve first?

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17:00-19:00 | IF! Base - IF! Workshop

ROCK YOUR LINKEDIN PROFILE

Presented by LinkedIn.

 

With Olga Farreras Casado (Relationship Manager LinkedIn Italia).

Tips & Tricks to having a winning profile and how to connect with opportunities by using the LinkedIn platform.

 

In italian

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17:30-18:15 | IF! Arena - IF!Talk

IF WE MADE IT

Presented by Grandi Stazioni.

 

In collaboration with Acqua Group and Relata.

Taking their cue from Droga5’s brilliant campaign for Newcastle Beer, IF!, together with Grandi Stazioni, will put the question: what would an agency come up with if they had at their disposal every single screen in a railway station, a 4×4-metre area and the possibility to have smartphones interact with all these installations, to create a campaign for a client? Three agencies will give a ten-minute presentation each, where they will propose their creative idea for one of their clients.The winner will be offered the chance to bring their campaign to fruition, in partnership with Grandi Stazioni.

 

In Italian

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17:30-18:15 | IF! Arena - IF! Talk

ARTISTIC DISRUPTION: CREATIVE DESTRUCTION IN CONTEMPORARY ART

Inspired by Sisal.

 

With Francesco Pantaleone (Art Dealer), Loredana Longo (Artist).

Destroy in order to recreate. The art works and creativity of Loredana Longo are a metaphor for the times we are living through. A conversation with art dealer Francesco Pantaleone on the state of contemporary art and the relationship between the worlds of business and communication.

 

In Italian

 

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17:30-18:15 | IF! GoogleLab -IF! Roundtable

ITALIAN BRAND & INTERNATIONAL COMMUNICATION

With Carlo Colpo (Global Head of Marketing Communication, Lavazza), Pierpaolo Susani, (VP Marketing Barilla and Voiello Italia).

How do Italian brands communicate today in international markets? Does the “Made in Italy” label still carry value? Or in this age of digital disruption are there other values, such as intelligence and assets that need to be conveyed? A roundtable that involves players from different areas of interest and sectors of business.

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18:15 - 19:00 | IF! Arena - IF! Talk

INTELLIGENT CREATIVITY

With Nick Law (Chief Creative Officer Publicis Groupe and President Publicis Communications).

Our creativity has always been fed by data, shaped by technology and automated when possible. But something is different now. The mediums that we create for are changing faster than our ability to master them. Nick Law argues that AI may just come to the rescue.

 

In English

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18:15-19:00 | IF! Google Lab - IF! Talk

TAKE YOUR BAND TO THE BRAND: THE INVERTED SYNC

Presented by Linecheck & IMMF / MMF Italy.

 

with Roberto Genovese  (Head of Sync and Brand Partnership, Warner Music Italy) and Christoph Storbeck  (Manager, Striker Ent / Head of Conference, Linecheck).

Finding the right music for your ad and the right artist for your campaign is common practice. But what if it was the other way around?

Every artist is unique, with a message, a sensitivity that goes beyond the logical. Without a doubt, the timings between a brand’s necessities and the artists’ creativity and campaign are different. But ultimately the ideal is a perfectly balanced image transfer creating significant mutual benefit beyond material or economical remuneration. So, thinking outside the box, what can best practice look like and what are creative ways of finding the golden mean?

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18:45 - 19:30 | IF! GoogleLab - IF! Story

IL CONTROCOLLOQUIO

MORE DETAILS COMING SOON.

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19:00 - 20:00 | IF! Arena - IF! Interview

DIRECTOR’S BATTLE

Three directors challenge each other by spot, over five rounds. The winner is decided by the audience, whose vote is measured by the dreaded applausometer.

 

In italian

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19:00-19:45 | Arena-IF! Story

INTELLIGENCE AND CREATIVITY: VITTORIO SGARBI DISCUSSES LEONARDO

Presented by YouMark and IF! Italians Festival.

 

With Vittorio Sgarbi.

To celebrate creativity and Human Intelligence, YouMark and IF! have invited Vittorio Sgarbi to talk about the multifaceted talent of Leonard Da Vinci. This session is a summary of the entire narrative which the art critic will perform in his one-man-show devoted to the Renaissance genius at the Teatro Manzoni on 19th-24th March 2019, on the occasion of the 500th anniversary of Leonardo’s death. A journey of rediscovery of this great prodigy, forerunner of contemporaneity and eternally relevant. As a natural analogy to this specific context, Leonardo’s ‘Salvator Mundi’ was sold recently for a record 450 million dollars at Christie’s auction house, for whom Droga5 created an award-winning campaign.

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19:30 - 22:00 | IF! Hub

ADCI SHORTLIST PARTY

Powered by Shutterstock.

Free entry
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21:00 - 22:30 | IF! Arena - IF! SHOW

ADCI AWARDS CEREMONY 2018

Hosted by Lele Sacchi.

Awards Gala. Admission by invitation by ADCI.

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22:00 - 01:00 | Arena

TICKET HERE

MASSIVE PARTY

Powered by MassiveMusic (Amsterdam).

 

DJ Set by Protopapa (Eurocrash) and Aux tha Masterfader (MassiveMusic, Amsterdam)

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22:30 - 00:00 | Hub - IF! Show

Chiamatemi Anna b2b Protopapa (Eurocrash)

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