The First Advertising Festival in Armenia: Some Enjoyed It, for Others “Nut” Shell was Too Hard

October 28-30 first in Armenia hosted the International Advertising Festival “nuts” to participate in which arrived in Yerevan world-renowned specialists advertising industry. They were not only in the jury, but also held master classes for Armenian experts in this sphere.

But the most important part of the festival was the contest: “In boxing before the fight, everyone says I’m strong. But the strong man is who is also strong after the fight. This contest will show who is who in the advertising field. And more than a weak will seek to catch up with the strongest “- at the opening of the festival said festival director Armen Martirosyan.

And who were the strongest it became clear on Oct. 30 during the closing ceremonies. The main prize for the commercials was Ukraine, for the social – Latvia. Armenia could not stand. Leadership was only radio station “Radio Van”, which presented a unique radio advertising.

Radio “Van” leader Yegor Glumov, who was also a member of the jury, said that after holding such festivals quality of advertising is much better.

Glumov, however, believes that the problem is not lack of school of advertising: “As a journalist does not necessarily receive vocational education, and in the case of advertising, you need only practice. Need a good school of advertising, but not a school where they teach advertising. Need a creative approach. And if there are good examples, then there will be a worthy successor. ”

Another juror, an Armenian-born director Hrant Movsisyan said that the lack of schools advertising in Armenia is a painful side: “Advertising is a new area for us – he said – at this festival the most important thing was to show how to work with because Advertising is not just a picture beautiful girl, advertising is the philosophy, the result of a great teamwork. 25-th frame is something that stays in your head. We must learn to this. ”

The main jury consisted of foreigners who arrived from Great Britain, Estonia, Ukraine, Turkey, Georgia, Latvia, Russia, and for the master class were invited from Kazakhstan, Uzbekistan and Belarus.

The competition represented more than 400 works from around the world, while local companies have submitted over 170 works. All this is really inspiring, especially when taking into account that this is the first in the history of the Armenian advertising festival.

Organization of the festival was dissatisfied, for example, the president of the advertising company “Persona Grata” Tigran Hambartsumian (the company introduced to the festival a promotional video and won a prize). According to him, during a demonstration clips in “Moscow” cinema audiences are not allowed to see them through. “Their rewinding forward – he says – it was a shame. From the audience were angry cries. And the worst thing is that all this is seen by foreigners. ”

As it turned out, it was in limited time. “It would be better not to show” – surprised Ambartsumian.

But this was not the only cause of discontent. Ambartsumian says that the festival organizers were told that invitations to the opening ceremony are available in “Moscow” cinema, but in fact they were not there.

By the way, at the end of the festival audience gave out little pieces of paper to write a few lines about his impressions of the festival. Because they were symbolic, and they could not fully reflect all of their experiences, this paper present shortcomings neither were noticed in the media, nor in any way trying to criticize the festival, and with the sole purpose to these questions the next time treated more seriously.

First, before summing up the festival and could not figure out which were presented at the competition and who their authors, yet they were supposed to be accessible not only to judges but also public. It would be correct if, for example, had the opportunity to view them on the festival website. In addition, all information on the festival site on the results of the competition was exclusively in English.

Poorly organized and closing ceremony of the festival: at the beginning with a half-hour delay the event, its leading Glumov was forced to take over as the focal point because it did not get awards ceremony.

In addition, the event was carried out mainly in Russian, and leading at its discretion, made a translation into Armenian.

Another note: it seems that the young representatives of the festival were not very well informed about upcoming events. During the festival, I tried to find out details about the press conference that was held the next day. One staff member said that the press conference will not be another objected that it would be, but does not know when. A third added that learns and let me know, and so far reported.

What will this festival will show the future of our advertising, and if industry experts are so sure that such festivals enhance the quality of advertising, you must ensure proper organization of these festivals, so the next time the same inviting foreign experts, not to be refused.