Jakarta, October 15, 2024 – Fikom Untar held the Odd Semester Practitioners’ Week for the 2024/2025 Academic Year at the Auditorium of Building M, Untar Campus 1. With the theme “Goodvertising & SDGs,” Fikom Untar invited Andreas, the Founder of Tu7uh Creative Lab, who has received numerous awards both locally and internationally, including Cannes Lions, D&AD, Effies, and One Show. This year, Andreas was also the only Indonesian selected as a judge for the Cannes Lions.
The event was opened by Fikom Untar lecturer Nigar Pandrianto, S.Sos., M.Si., who acted as the moderator for the session. Nigar introduced Andreas to all the Fikom Untar students in attendance and explained the theme for the second day of the practitioners’ week. She also encouraged students to stay focused so they could gain fresh insights into the world of advertising and sustainability agendas in Indonesia.
In his presentation, Andreas explained how to create compelling ideas for marketing campaigns. He emphasized that producing advertisements and campaigns is not easy, especially since creativity is not something that can be developed overnight. “The bad news is, there’s no school that can teach creativity,” Andreas remarked.
He further elaborated that creativity is achieved through two skills: gathering references (finding the dots) and combining references (connecting the dots). There are also six levels of thinking, starting from remembering, understanding, applying, analyzing, evaluating, and finally, creating something new. “Unexpected ideas come from those with unique knowledge and experience,” he added.
Quoting Howard Luck Gossage, “Nobody reads advertising. People read what interests them, and sometimes it’s an ad,” Andreas explained that people engage with content that is relevant to their lives. In addition to relevance, the best ideas are personal, so it’s essential to start from our surroundings and analyze what we can contribute to those around us.
“Start by loving this industry if you’re serious about being in it. Find a suitable role model, then practice by becoming more aware of your surroundings and being a problem solver for those around you,” Andreas concluded.
This event is expected to inspire students to create creative ideas in various aspects of their lives. Moreover, it serves as a valuable preparation for students as they enter the professional world. Fikom Untar, Bukan Main! (LI)
