{"id":7850,"date":"2026-02-15T19:25:16","date_gmt":"2026-02-15T17:25:16","guid":{"rendered":"https:\/\/www.megapikselstuudio.ee\/?p=7850"},"modified":"2026-08-10T18:33:43","modified_gmt":"2026-08-10T16:33:43","slug":"megapiksel-ja-hak-kaisid-golden-drumil","status":"publish","type":"post","link":"https:\/\/www.megapikselstuudio.ee\/en\/megapiksel-ja-hak-kaisid-golden-drumil\/","title":{"rendered":"TULI article: Megapiksel and h\u00e4k went to Golden Drum \u2014 creativity scares people, because creativity is unfamiliar to us"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>In October, ad agencies Megapiksel Stuudio and h\u00e4k headed to Portoro\u017e, Slovenia, to take part in the 31st Golden Drum creativity festival. Now they're sharing their impressions, key takeaways, and notes from inspiring speakers.<\/p>\n<p><em>Watch Megapiksel's vlog from the Golden Drum trip!<\/em><\/p>\n<div class=\"fragment fragment-html fragment-html--paragraph\">\n<p><iframe title=\"Megapiksel x h\u00e4k Golden Drumil\" width=\"1300\" height=\"731\" src=\"https:\/\/www.youtube.com\/embed\/1CK1aVsw0gE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div class=\"fragment fragment-html fragment-html--paragraph\">\n<h4>Creativity with impact: three effectiveness trends based on this year's most awarded campaigns<\/h4>\n<p><strong>Speaker: Paul Stringer, WARC<\/strong><\/p>\n<div class=\"styles_article-paragraph__PM82c\">\n<ul>\n<li>Instead of one big idea, it's worth looking for scalable ones that create repeated touchpoints across different channels.<\/li>\n<li>What's needed are flexible ideas that a large number of different ads can be built from \u2014 a fragmented idea that forms a concept and stays fresh precisely because there are so many ads.<\/li>\n<li>A brand isn't treated as a story, but as a mosaic that forms a complete picture.<\/li>\n<li>Attention is the first step in creating a memory.<\/li>\n<\/ul>\n<\/div>\n<div class=\"styles_article-paragraph__PM82c\">\n<p>Think more like an entertainer: first capture attention, then create emotion, and only then deliver the brand message.<\/p>\n<p>Although this sounds like a truism, research shows that 47% of people feel nothing when watching an ad. A boring ad burns through budget for nothing and leaves a lot of money on the table: -37% in short-term conversions, -14% in long-term ROI, +130% in wasted impressions.<\/p>\n<p><em>\u201cIn a world where everything is skippable, you have to actually entertain people to get their attention\u201d<\/em>\u00a0In other words, in today's world, you have to genuinely entertain people to win their attention.<\/p>\n<ul>\n<li>Leaders are taking fewer risks even as the importance of creativity keeps growing \u2014 creativity multiplies profit (Effie &amp; System1, 2025).<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<p>Creativity is also directly correlated with an ad's lifespan. A creative ad can run longer before people get tired of it.<\/p>\n<ul>\n<li>Marketing budgets keep shrinking. While in 2018 the average marketing budget worldwide was 11.2% of company revenue, by 2025 that figure is 7.7%<\/li>\n<li>Media has a cumulative benefit that grows over time. The same is true of creativity. Brands with consistent creativity come out ahead in business.<\/li>\n<li>Campaign examples:<\/li>\n<\/ul>\n<p><strong><a href=\"https:\/\/www.creativereview.co.uk\/british-airways-a-british-original-integrated-campaign\/\" target=\"_blank\" rel=\"noopener\">British Airways: \u201cBecause You Can\u201d &#8211; <\/a><\/strong>A campaign featuring 500 unique print, digital, and outdoor executions along with 32 short films.<br \/>\n<strong><a href=\"https:\/\/youtu.be\/ZfELtTliPWQ?si=hVaQCqi-7typoXA1\" target=\"_blank\" rel=\"noopener\">Guinness: \u201cHolding Out For a ZERO\u201d &#8211; <\/a><\/strong>An example of a campaign that grew out of a trend already spreading among people.<br \/>\n<strong><a href=\"https:\/\/youtu.be\/ApwxlBruV90?si=WvmuOGVwZfQyWOoW\" target=\"_blank\" rel=\"noopener\">Vaselin: Verified &#8211; <\/a><\/strong>The brand spotted a trend on social media and started leading it.<br \/>\n<strong><a href=\"https:\/\/youtu.be\/D4PFNnDS_qE?si=LBF5f9LLcKa1p2JK\" target=\"_blank\" rel=\"noopener\">Sheba: The Great Gravy Race<\/a>.<\/strong><br \/>\n<strong><a href=\"https:\/\/youtu.be\/WU7X4ZYBkp8?si=04JonSGacv0JViay\" target=\"_blank\" rel=\"noopener\">Cadbury 5 Star India: Erase Valentine\u2019s Day<\/a>.<\/strong><br \/>\n<strong><a href=\"https:\/\/youtu.be\/GR2NjU6fhZw?si=lG1ZoTRCuXIlyOdE\" target=\"_blank\" rel=\"noopener\">Heinz: It Has to Be Heinz<\/a><\/strong><br \/>\n<strong><a href=\"https:\/\/youtu.be\/DPBqjBz71tc?si=mIxL1_H2L1I3zHCh\" target=\"_blank\" rel=\"noopener\">The Specsavers: The Misheard Version<\/a><\/strong><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-7857\" src=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12650-e1764059325352.webp\" alt=\"\" width=\"990\" height=\"559\" srcset=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12650-e1764059325352.webp 1536w, https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12650-e1764059325352-768x434.webp 768w, https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12650-e1764059325352-600x339.webp 600w\" sizes=\"(max-width: 990px) 100vw, 990px\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-7855\" src=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12619-e1764059367656.webp\" alt=\"\" width=\"989\" height=\"558\" srcset=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12619-e1764059367656.webp 1536w, https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12619-e1764059367656-768x434.webp 768w, https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12619-e1764059367656-600x339.webp 600w\" sizes=\"(max-width: 989px) 100vw, 989px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4>Fan power: how fandoms became the most valuable media channel<\/h4>\n<h4><strong style=\"color: #777777;font-size: 15px\">Speaker: Calvin Innes, JvM NERD<\/strong><\/h4>\n<div class=\"fragment fragment-html fragment-html--paragraph\">\n<div class=\"fragment fragment-html fragment-html--paragraph\">\n<div class=\"styles_article-paragraph__PM82c\">Calvin Innes is a creative director at an agency, and they help companies market to fan groups. For example, Opel, who wants to market to Marvel fans, or Bosch, who wants to target people who were fans of 90s German rappers.<\/div>\n<div class=\"styles_article-paragraph__PM82c\">\n<ul>\n<li>Fan communities have been seen as a niche, but they're actually\u00a0<i>mainstream<\/i>. A huge number of people belong to some fan group, whether it's film, sports, tennis, music, games, comics, or cars.<\/li>\n<li>Being a fan is like a badge of honor. If you become a fan before age 14, you're likely to stay a fan for life.<\/li>\n<li>Fan power is a cultural engine.<\/li>\n<li>Marketing within fan communities requires always putting fans first, and you have to earn your place. You have to contribute. Not just market to them, but create together with them.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<p><img decoding=\"async\" class=\"alignnone wp-image-7860\" src=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12697-e1764059457936.webp\" alt=\"\" width=\"990\" height=\"559\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7859\" src=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12689-e1764059433928.webp\" alt=\"\" width=\"990\" height=\"559\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4>\"F*ck being brave. Let's start being confident\"<\/h4>\n<h4><strong style=\"color: #777777;font-size: 15px\"><b>Speaker: Jake Barrow, VML Czechia<\/b><\/strong><\/h4>\n<p>Jake Barrow talked about how we should stop using the tired phrase \"brave idea\" and say \"confident idea\" instead.<\/p>\n<ul>\n<li>Confidence makes a marketer come across as an expert.<\/li>\n<\/ul>\n<p>Adopt a confident mindset. If you sense discomfort while thinking through or presenting a creative idea, be brave enough to embrace it. Discomfort is supposed to come with the territory \u2014 treat it as natural.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7861\" src=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12781-e1764059476113.webp\" alt=\"\" width=\"990\" height=\"559\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7862\" src=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12766-e1764059498147.webp\" alt=\"\" width=\"990\" height=\"559\" srcset=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12766-e1764059498147.webp 1536w, https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12766-e1764059498147-768x434.webp 768w, https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12766-e1764059498147-600x339.webp 600w\" sizes=\"(max-width: 990px) 100vw, 990px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4>\"Subvert or die\"<\/h4>\n<h4><strong style=\"color: #777777;font-size: 15px\"><b>Speaker: John Mescall, Dentsu Creative\u00a0<\/b><\/strong><\/h4>\n<p>A favorite presentation, from a gentleman in his fifties who drew on decades of experience to inspire the audience on how to survive in a world that needs creativity but is afraid of it.<\/p>\n<ul>\n<li>Vastandumine (ingl\u00a0<i>subversion)<\/i>look at what the world is like right now, then say it doesn't have to be that way, and turn things inside out.<\/li>\n<li>People are desperately afraid of what creative agencies offer them. Creativity scares people, because creativity is unfamiliar to us, but people are wired to seek out what's safe and familiar.<\/li>\n<li>Agencies get paid for work at a 5-out-of-10 level \u2014 meaning agencies get paid for mediocre work.<\/li>\n<li>It's a hard time to be a client.<\/li>\n<li>Know who your enemy is. The enemy is excessive (<i>certainty<\/i>).<\/li>\n<\/ul>\n<p>On one side is excessive certainty, and on the other is creativity.<br \/>\nGoogle and Meta sell certainty. We sell risk.<\/p>\n<ul>\n<li>Turning things inside out isn't anarchy. You have to be charming, not a hammer.<\/li>\n<\/ul>\n<p>Don't be upset if people don't want to follow you.<br \/>\nBe a leader of co-conspirators. Gather people around you. (<em>Be a co-conspirator. Collect people.<\/em>)<\/p>\n<ul>\n<li>Always present a radical idea as a logical one. The more radical the idea, the more conservatively you need to dress.<\/li>\n<li>Humor is your friend \u2014 the advertising industry lost its sense of humor 15 years ago.<\/li>\n<li>Small wins matter, and they need to be celebrated within the agency. Every good thing should be celebrated \u2014 there are more losses than wins.<\/li>\n<li>\"Turning things inside out\" is like a muscle. It takes time for it to take root in an agency's culture.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7863\" src=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-12882-e1764059549699.webp\" alt=\"\" width=\"990\" height=\"559\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4>Gather enemies and find fans \u2014 the importance of branding in the digital age<\/h4>\n<h4><strong style=\"color: #777777;font-size: 15px\"><b>Speaker: Freddie \u00d6st, Snask\u00a0<\/b><\/strong><\/h4>\n<p>Freddie \u00d6st founded\u00a0<a href=\"https:\/\/snask.com\/\" target=\"_blank\" rel=\"noopener\">Snask<\/a>, a distinctive agency in Stockholm known for its originality. His talk included several exciting stories from what he's pulled off in the advertising world, aimed at encouraging the audience to live a bold life.<\/p>\n<ul>\n<li>Advertising as a lifestyle business \u2014 work and personal life are tightly intertwined; the speaker leads the kind of free-spirited life many creative people would love to live.<\/li>\n<li>Several stories were tied to different leisure-time anecdotes. For example, a running joke that he and Snask's co-founder are often mistaken for Steve Aoki and David Guetta.<\/li>\n<li>He pointed out that marketing gets measured in numbers far too much, when the real driving force isn't numbers, but brands, people, and love.<\/li>\n<li>If Freddie Mercury had looked at the numbers, \"Bohemian Rhapsody\" would never have been written.<\/li>\n<li>Data can create an echo chamber that no new art, music, or culture is born from.<\/li>\n<li>At the after-party, a lot of people called Freddie \u00d6st \"The Speaker\" \u2014 his talk was the most memorable and powerful one.<\/li>\n<\/ul>\n<p>A beautiful, encouraging thought from him: \"Grapes that grow in conditions that are too good don't make good wine. Good wine comes from grapes grown somewhere stressful \u2014 the wine ends up layered and mature.\"<\/p>\n<ul>\n<li>One example of their agency's work:\u00a0<a href=\"https:\/\/youtu.be\/dgxYkGq7P_k?si=6s6DKqSnRU31eXNy\" target=\"_blank\" rel=\"noopener\">Sneakersnstuff+Adidas<\/a><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7864\" src=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-13047-e1764059572477.webp\" alt=\"\" width=\"990\" height=\"559\" srcset=\"https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-13047-e1764059572477.webp 1536w, https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-13047-e1764059572477-768x434.webp 768w, https:\/\/www.megapikselstuudio.ee\/wp-content\/uploads\/2026\/02\/image-13047-e1764059572477-600x339.webp 600w\" sizes=\"(max-width: 990px) 100vw, 990px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4>Summary<\/h4>\n<h4><strong style=\"color: #777777;font-size: 15px\"><b>How was the event overall?<\/b><\/strong><\/h4>\n<p>It was fascinating seeing the cultures of different former Yugoslav countries come together and talking with the locals. The Slovenians said they're the calmest of the former Yugoslav peoples \u2014 which was probably also why it was so easy to click with them, so to speak.<\/p>\n<p>Some of Europe's strongest talents were there, from Bulgaria, the Czech Republic, Romania, Lebanon, and other countries you don't run into marketers from too often. Days were conference sessions, and evenings had the gala. The gala was really something. It was great seeing Europe's top work, which I'd previously only watched on YouTube, and watching it alongside the people who made it.<\/p>\n<h4><strong style=\"color: #777777;font-size: 15px\"><b>Would Megapiksel go to Golden Drum again?<\/b><\/strong><\/h4>\n<p>Absolutely. Our group was really pleased. The feelings are unforgettable, and the memories are one of a kind. We also made new friends among Slovenia's ad crowd, who are coming to visit us in Estonia in April.<\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; Oktoobris v\u00f5tsid reklaamiagentuurid Megapiksel Stuudio ja h\u00e4k suuna Sloveniasse, Portoro\u017ei, et osa saada 31. loovusfestivalist Golden Drum. N\u00fc\u00fcd jagavad nad muljeid, olulisemaid \u00f5ppetunde ning m\u00e4rkmeid inspireerivatelt esinejatelt. Vaata Megapiksli vlogi Golden Drumi reisist! &nbsp; Loovus, millel on m\u00f5ju: kolm efektiivsuse trendi selle aasta enim auhinnatud kampaaniate p\u00f5hjal Esineja nimi: Paul Stringer, WARC \u00dche suure [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":7853,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[116],"tags":[],"class_list":["post-7850","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogi"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TULI artikkel: Megapiksel ja h\u00e4k k\u00e4isid Golden Drumil: loovus ajab inimestele hirmu nahka, sest loovus on meie jaoks tundmatu - Megapikselstuudio<\/title>\n<meta name=\"description\" content=\"Oktoobris v\u00f5tsid reklaamiagentuurid Megapiksel Stuudio ja h\u00e4k suuna Sloveniasse, Portoro\u017ei, et osa saada 31. loovusfestivalist Golden Drum. 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