Spikes “Wall of Inspiration” project connects senior industry leaders with young talent

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2011 art project A.jpg12 art and design students will create a live art installation during the Spikes Asia Festival of Creativity that will reflect the inspirational thoughts of six of the industry’s most senior creative leaders, provoking thought and discussion about the roots of creativity during the three-day event.

The JWT Asia Pacific project, titled “The Wall of Inspiration”, will unfold over the course of the festival on the wall of the Young Spikes Integrated Competition booth. Young Spikes pits teams of up-and-coming advertising executives under the age of 28 in a 24-hour challenge to create a live campaign for a real client. JWT Asia Pacific sponsors Young Spikes as part of its mandate to mentor and support young creative talent across the industry.

This year, JWT has invited six Spikes jury presidents to each provide a pair of students with a quote designed to inspire the Young Spikes contestants, along with a list of five things that have inspired these senior creative directors during their own prestigious careers. The students, from Nanyang Academy of Fine Arts’ Design and Nedia Department and LASALLE College of the Arts’ Design Communication Programme, have three days to create a piece of art that interprets that person’s thoughts and ideas. The project will add a visual layer of excitement and creativity to the competition venue.

“The six senior creative greats have a chance to ignite and inspire two groups from the next generation – the Young Spikes contenders, who are already working in the industry, and the fine arts students,” says Tay Guan Hin, JWT’s Southeast Asia Executive Creative Director. “That will come full circle through the Wall of Inspiration. The students will create a piece of art that will inspire the Young Spikes, who then will create campaigns during the contest that bring fresh insight to our industry.”

2011 art project B.jpgThe senior creative greats whose ideas and words will inspire the live art project include Amir Kassaei, DDB Worldwide’s Chief Creative Officer, who is serving this year as the Film, Print, Outdoor and Radio jury president; Party Creative Director and Founder, Morihiro Harano, the Digital and Mobile jury president; Yang Yeo, JWT Shanghai’s Chief Creative Officer, this year’s Design jury president; Eugene Cheong, Ogilvy & Mather Asia Pacific’s Chief Creative Officer, who is serving as Craft jury president; Tina Manikas, Global Retail and Promotions Officer, Draftfcb , the Direct, Promo and Activation jury president, and Michael Hilliard, Executive Producer, Finch, the inaugural Branded Content and Entertainment jury president.

“Spikes Asia is delighted to welcome for a second year JWT’s ‘Wall of Inspiration’ project. Reflecting the values of the festival, it showcases creativity and inspiration as well as putting the spotlight on young talent,” said Myriam Coupard, Spikes Asia Festival Director. “We have no doubt that our delegates will follow with great interest the development of this live art project during the event.”

The Wall of Inspiration project also gives participating students critical exposure to an industry that employs many arts graduates as art directors, illustrators and junior creative directors. A number of the art and design students who took part in the live art project last year say the experience either inspired or directly led to a career in advertising.

“The overall experience at Spikes Asia made me realize that a job in advertising is not a job, it’s an amalgam of work and play,” says Naini Shah, a recent LASALLE graduate who worked on the Wall of Inspiration last year.

Shah landed an internship at Creativeland Asia after meeting one of the company’s executives at Spikes 2011.

“What I enjoyed most is that I get to meet up with very inspiring people that have worked their way up industry,” adds Allan Zhang, a LASALLE graduate who created an art piece based on JWT North Asia ECD Lo Sheung Yan last year. “He once mentioned “When you do what you love, you will do good”, and till today, I keep that in mind, and I firmly believe that will help me to achieve and progress in life.” Zhang, who graduated a few months ago from LaSalle, now works in a branding agency.

JWT supports a number of joint-industry projects to mentor creative talent in Asia, including Young Spikes, Young Lotus and the AWARD School. “The Wall of Inspiration project fits perfectly with JWT APAC’s mission to support and nurture young talent in our region,” adds Tay.