SINGAPORE – The Lowe and Partners network and Spikes Asia host the first ever Young Craft Academy, which offers twenty young professionals the chance to learn and create from industry leaders.
Running across the festival’s three days, sessions will be tutored by award-winning leaders from the Lowe, and Lowe Profero network, with special guests from other agencies, clients, and creative specialists. Mentoring students through the theoretical, the professional and the practical, the Academy will cover three core components of Creative Craft: Code, Art and Copy.
“In today’s increasingly competitive marketplace, creativity is necessary but not sufficient. Craft is the added advantage. We are proud to be bringing a tailored three days of inspiration and insights on the Art of Craft, across Art, Copy and Code to young talent in our business,” Rupen Desai, Regional President, Lowe Asia Pacific commented.
Meanwhile, Jose Miguel Sokoloff, President, Lowe Global Creative Council & Co-Chairman and CCO Lowe SSP3 Colombia added “Advertising craft can now mean many things. It is the skills and beauty of our traditional craft. But it is also how to bring this art of execution across a multitude of channels, traditional and digital. So it is a delight for us at Lowe and Partners to support an event that covers all these integrated aspects of our trade, and I feel this Academy will be highly rewarding for students and tutors alike.”
The Young Craft Academy Program
24 September: CODE
Andrew Bouchie, Lowe Profero’s Creative Director in Southeast Asia, and guests, will take participating students through all aspects of Digital Craft. From Code to Twitter and Google, students learn the theory and practice to maximize their digital knowhow. The day will include a session from Rupen Desai, Regional President of Lowe Asia Pacific.
Bouchie was brought to Southeast Asia from Lowe Profero’s New York office. He has forged a singular and innovative vision, debunking traditional notions of design and art direction to accentuate its universal purpose and deliver its intended message. Prior to Lowe Profero, Andrew held senior positions with Razorfish, MRM Worldwide, and Porter Novelli. He was also the founding art director for music, art and fashion Magazine MAP.
25 September: ART
Lowe Thailand’s acclaimed CCO Eric Yeo, and special guests, will lead workshops, presentations and more, to give Academy students the understanding and experience of the Craft of Art Direction. The day will include a special session with Jose Miguel Sokoloff, President, Lowe Global Creative Council & Co-Chairman and CCO Lowe SSP3 Colombia.
Yeo is a multi-award winner at regional and global level. With two D&AD yellow pencils to his credit, he also led Lowe’s campaign for Unilever’s Sunlight, which took double gold at Cannes, Grand Prix at Adfest and Busan Adstars, triple gold at Spikes, gold in Epica, and several metals at LIA and Cristal.
26 September: COPY
Erick Rosa, award-winning ECD at Lowe Singapore, and Spikes Asia 2014 Judge, will mentor students on communication, style, audience, storytelling and the components that make up the Craft of Copywriting. Erick will be joined by special guest mentors, and will also offer some insights into judging at Awards. The day will include the President’s Address, Design & Happiness, by Stefan Sagmeister.
Rosa has created winning campaigns both with major brands and with humanitarian projects. This work has been acclaimed at, among others, The One Show, London International Awards, Clio, Cannes, Art Directors, CCP and CCSP.
The Spikes Craft Academy is open to employed industry professionals under the age of 28. For more about the Academy, and the full list of student benefits involved, visit: http://www.spikes.asia/training/academies/craft_academy/
Spikes Asia runs from 23 to 26 September, at Suntec International Convention & Exhibition Centre.
