The Future of Creativity – Kindful Brands

Advertising, Events

A new chapter from the “Future of Creativity” series will launch on 7th of December. This edition is about “Kindful Brands” and their social imprint and is organized by Love and Lobby in partnership with Media Image Factory and empowered by Seneca AntiCafe, The Alternative School and Cannes Lions Romania.

“Kindful Brands” is focusing on an intensely disputed topic: “the economic value of social initiatives” and aims to demystify the clichés that position CSR as an exclusive PR tool or those that put the equal sign between social and zero return on investment.

“Kindful Brands” aims to bring a documented and contemporary perspective on “Goodvertising”, with lucid proofs that social and economics can work wonderfully together, through examples from the most relevant international festivals of creativity.

The event will clarify the role that social consciousness plays not only in the communication industry or in brand building, but also in the construction of the contemporary business model.

Another relevant topic is on how brands are communicating nowadays with their audiences.

Tahaab Rais, one of the most award-winning strategists in the Middle East, with constant performances at Dubai Lynx and Effie is the special guest of the event.

An entire section is dedicated to Romanian good practice examples, in the panel chaired by Nicoleta Talpeş, the founder of Media Image Factory. This section of the event will make an introduction into the world of local brands that have a sense of responsibility in business, with box office record projects that had an impact at the society level, by finding solutions and solving them.

The event will feature global trends in social creativity, illustrated by Cannes Lions, Eurobest and Dubai Lynx festivals, in the presentations held by Tahaab Rais, Teodora Migdalovici, Above 106, Alina Damaschin – the Romanian juror at PR Lions 2017 and Andreea Ghenoiu, the juror of Promo & Activation – Eurobest 2017.

During the event, Tahaab Rais (FP7 MENA) will speak about “How social can make profit through creativity?”, while Teodora Migdalovici will have a presentation entitled “Kindful brands: A new heart set in the brand architecture & in the product structure”. Approached will also be the Social thinking in Cannes and Eurobest 2017. The section “Above 106 – The very best of The Alternative School” will see Mirela Podea approaching “Social media & social economics”, Miruna Mihalache speaking about how “Every penny counts” and Ruxandra Besciu talking about “Design feeling & social dimension”.

Mihaela Paduraru will have a presentation entitled “The Product of the Year: Innovation from a social perspective”, while Andreea Ghenoiu, Jazz, The Romanian juror at Eurobest 2017, Promo & Activation will have a dialogue with Alina Damaschin, The Romanian Juror at Cannes Lions 2017, regarding “Social empathy – a jury perspective. How social looks like from the Eurobest & Cannes jury rooms”.

Nicoleta Talpes will speak about “Local brands that went social & are happily thriving”, a debate that will see local companies’ case studies and special guests together at Seneca AntiCafe

The event will take place in Bucharest, at Seneca AntiCafe, on December 7th, starting 14.00. The participation fee is Euro 50, with free entrance for Cannes Lions and Eurobest 2017 winners and finalist and a special half price for The Alternative School veterans. The participation can be confirmed by sending invoice details via email, to