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We asked each member of the jury 4 tricky questions:

  1. What’s the benefit of fakes?
  2. What’s the downside of fakes?
  3. Can you become famous creating exclusively fakes?
  4. Can you remember any epic fakes?

Our jury members were up for the task and here’s what they said:

 

Kseniya Lukicheva

 

 

1. What’s the benefit of fakes?

Fakes are a good practice and a test of one’s creativity. And now, it’s also a reason to get together at the Fakestival.

 

2. What’s the downside of fakes?

Advert festivals do not allow fakes, so fakes mean cheating and cheating is not good. Besides, fakes do not reflect the agency’s or creator’s real capabilities with regard to customer liaisons.

 

3. Can you become famous creating exclusively fakes?

You can, but will it be fame or notoriety? As in: “the man’s good with concepts, but god knows what he’s like with customers, that’s if he’s got any.” Or, as in: “the man’s only doing stuff for festivals, he hasn’t got real projects.” That’s not the reputation you want in the advertising industry.

Besides, you can admire a great love story, but you can only snigger at someone having a one-man party.

 

4. Can you remember any epic fakes?

I can think of three stories. The first one stirred a lot of trouble. In 2009, DDB Brazil created a poster for WWF, which showed Manhattan being attacked by airplanes.  

WWF had to distance themselves from that poster. There was a huge scandal; everyone was talking about it for weeks. It was especially outrageous due to the fact that in the same year DDB Brazil won Agency of the Year at Cannes.

 

The second story caused some trouble locally. FP7 Doha made right fools of themselves at Dubai Lynx in 2009, when they first won 14 awards, and then 7 of them were literally ripped out of their hands, including the Agency of the Year award, after the organising committee had been informed of the fakes. FP7 seemed to have been so embarrassed that they did not participate in Dubai Lynx or any other festival in 2010.

 

And here’s an inspiring story. Sometimes it happens that a customer actually gets to see a fake, likes it and pays for it: happy ending. That’s exactly what happened with the famous McDonald's Rap that was uploaded on YouTube in pre-historic 2006. Millions of people saw it and left positive comments which resulted in McDonald's endorsing it with their logo.

 

Daniil Sergeyev

 

1. What’s the benefit of fakes?

They open new opportunities for creative people and brands.

2. What’s the downside of fakes?

You can get too involved in this game and get stuck.

3. Can you become famous creating exclusively fakes?

It is possible, but it should then be backed with real projects.

4. Can you remember any epic fakes?

Can’t think of any.

 

Vassily Lebedev

 

1. What’s the benefit of fakes?

I don't think I am going to be unique in saying that creating fakes is as good as any sort of practicing: you learn to copy, to give it all, to try and experiment.

2. What’s the downside of fakes?

The detrimental effect is in the absence of real field conditions.  There is no target audience, no end result.

3. Can you become famous creating exclusively fakes?

No.

4. Can you remember any epic fakes?

None so far, but Fakestival might bring some.

 

 

Aleksey Shelepov

1. What’s the benefit of fakes?

They can be absolutely brilliant.

2. What’s the downside of fakes?

The most brilliant projects can turn out to be fakes.

3. Can you become famous creating exclusively fakes?

I suppose, Andy Warhol did something similar.

4. Can you remember any epic fakes?

I would be incredibly disappointed if the Turin Shroud turns out to be one.

 

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Just a reminder that you can find out more about accreditation and Fakestival educational programme is available at http://fakestival.ru/acc

Very soon we’ll publish the details on how to get there, with maps, photos and accommodation facilities.

Entries deadline still remains 27 June, 2012, @23:59 GMT+3 (Moscow), make sure you don't miss it.