Masterweek

About

Masterweek is a squeezed essence of Creativity in Advertising course tailored for ones that had many excuses regarding time, money or location. Well, now there is none.

We deny inspiration without implementation, listening instead of questioning, theory without practise. This highly intense, 6 days training, guided by best professionals from industry, Lithuania and abroad,  takes you trough the process of coming up with ideas, their evaluation and implementation – from brief to pitch, in the way it should actually be done.

Suitable for those working for in-house creative departments, creatives from agencies and anyone who’s involved in coming up with ideas, no matter in which industry they work.

What you will learn

Monday
(27th of November)

Social is much more than media
Jurgis Didžiulis Social Alchemist, Edutainer, Creative Campaigner
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Jurgis Didžiulis Social Alchemist, Edutainer, Creative Campaigner
Social is much more than media

One of the observable global shifts of this decade is a human/social nature. It will affect how we relate to each other, our workplace, and the economy at large. Jurgis will breakdown key aspects of this shift and provide practical insight as to how to make the most these changes. We will also engage in a participatory musical workshop that will playfully reveal how social systems form and how they can be hacked.


Jurgis is hard to pin down with conventional labels. By seamlessly mixing his passion for music and social phenomenon, this Colombian-Lithuanian proves that an artist can do much more than just entertain; he can transform, enlighten and inspire.

His colorful background, ranging from Eurovision to EU consultant, allows him to transcend formats effortlessly and connect with audiences in arenas packed with thousands of people, corporate boardrooms, government institutions, and kindergartens alike.

Creativity + Bases of the Concept
Antonio Bechtle Partner / Creative director Bechtle & Milzarajs
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Antonio Bechtle Partner / Creative director Bechtle & Milzarajs
Creativity + Bases of the Concept 6 hours: theory + workshops

This session will teach you how to use your creativity effectively in advertising. First, on how to transform the communication message into a creative concept. Afterwards, how to create executions from a concept in different media. Knowing this, we will learn how to create an effective integrated communications strategy based on a big idea.


Antonio, the head of the Creativity course, took his first steps in advertising as a Copywriter at Leo Burnett Lima, later assumed the position of Senior Copywriter in the Peruvian branch of JWT.

After moving to Lithuania, continued his career at Not Perfect Y&R Vilnius, later – at The Milk, the most awarded agency in Baltics, where he spent 7 years starting as a Senior Copywriter leading to Creative Director.

Now Antonio works with international clients as a freelance senior copywriter / creative director and still shares his experience with TAG students.

Tuesday
(28th of November)

Art Direction
Natalia Mirapeix Bedia Art director The Atomic Garden Madrid
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Natalia Mirapeix Bedia Art director The Atomic Garden Madrid
Art Direction 6 hours: theory + workshop

We will make a super-fast travel from branding to video, from illustration to photography visiting some of the most interesting tendencies and also some of the most relevant classics. On one hand we will have an historic point of view and then, on the other hand, we will learn not only how to dress well our ideas but how to, in fact, think with images.


The head of studies at The Atomic Garden Madrid and the teacher of Art Direction at TAG Vilnius.

Natalia is an art director, illustrator and cultural communicator. She’s proud of her experience working with various global brands and achieving many different awards: Laus, Bronze Sol, Cannes Lions Shortlist, Graffica.

Digital Routine
Tomas Nemura CEO The Chocolate
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Tomas Nemura CEO The Chocolate
Digital Routine 2 hours: theory

Digital is the only category in advertising, which every single advertising industry player is aiming at. Does that mean digital is easy to handle and anyone can do it? What makes digital work? We will break down the whole digital approach into its consisting parts step by step.


The head of Digital Advertising course, Tomas is the managing director at Choco Agency – one of the main digital agencies in Lithuania.

For the past decade, he has been advising major Lithuanian brands and companies on shaping their communication strategies and making clients see how equally important social media channels are in today’s advertising world. Tomas works with very important clients such as Tele2, Wrigley, Nescafe, Skittles, Maxima and many others.

 

Wednesday
(29th of November)

Copywriting
Stefanija Jokštytė Creative partner Stefken+Kudirka
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Stefanija Jokštytė Creative partner Stefken+Kudirka
Copywriting 6 hours: theory + workshop

There are so many ways to write a great copy and so many ways to screw great ad with a lame one. During this session we will work on personal copywriting - a way of thinking that leads you to a copy that is always better than average. Wherever you are: Vilnius, Zurich or NY.


The master of Copywriting classes, Stefanija spent seven years at Not Perfect | Y&R Vilnius and made those years count:Cannes Bronze Lion in 2013 (second ever Cannes Lion for Lithuania), Red Apple in 2012, Golden Hammer, KIAF, Login, Adrenalinas and many other awards shout for themselves.

Stefanija is the one making ads speak – you can read her behind the biggest brands in Lithuania: Švyturys, Omnitel, Maxima, IKI, Samsung, Alita and many others.

Integrated Campaigns
Antonio Bechtle Partner / Creative director Bechtle & Milzarajs
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Antonio Bechtle Partner / Creative director Bechtle & Milzarajs
Integrated Campaigns 2 hours: theory

This session will teach you how to develop a communication strategy for a campaign, to understand the different purposes of each execution and to know the logic behind a campaign, in order to choose the right media for each piece. At the end, you will understand and be able to prepare a full integrated campaign following the three stages of the consumer's relationship with a brand, and having in consideration the insights, way of life and psyche of the target.


Antonio, the head of the Creativity course, took his first steps in advertising as a Copywriter at Leo Burnett Lima, later assumed the position of Senior Copywriter in the Peruvian branch of JWT.

After moving to Lithuania, continued his career at Not Perfect Y&R Vilnius, later – at The Milk, the most awarded agency in Baltics, where he spent 7 years starting as a Senior Copywriter leading to Creative Director.

Now Antonio works with international clients as a freelance senior copywriter / creative director and still shares his experience with TAG students.

Thursday
(30th of November)

Work is Play
Jonathan Howard Creative instructor Saatchi & Saatchi
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Jonathan Howard Creative instructor Saatchi & Saatchi
Work is Play 4 hours: workshop

We don’t like one-way lectures. We like interactivity. We will use games and exercises that are so playful, so joyful and so explosive that you might forget you’re at work. We’ll get you up on your feet, improvising, exploring, breaking your toys and putting them back together again. We’ll provoke you, challenge you, throw you off a cliff, and teach you what to do on the way down.


Jonathan spent several years as an award-winning strategic planner at Saatchi & Saatchi London and Abbott Mead Vickers BBDO.

Since then he has trained actors, writers & comedians in improvisational comedy for stage and screen. He’s also worked with young offenders and ex-prisoners, so he sympathizes with the rebellious mindset of creative people.He directed world’s first improvised interactive TV drama for the

Joanthan directed world’s first improvised interactive TV drama for the BBC, and is the chief creative instructor for Saatchi & Saatchi Europe.

How to Present / Sell Your Ideas
Gediminas Užkuraitis Partner / strategy & concepts Be&Do
Andrius Grigorjevas Partner / strategy & research Be&Do
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How to Present / Sell Your Ideas 4 hours: theory + workshop

What’s the value of an idea, if no one buys it? The presentations class consists of two parts - in the first one, we deal with different approaches of creating presentations and corporate storytelling, the second is an interactive workshop to improve your presentation skills and apply new approaches.


Gediminas Užkuraitis Partner / strategy & concepts Be&Do

A creative with business prowess, or a strategist with creative expertise? He is both, and they go well together:

Previously working for classic agencies, brand strategy consultancies and startups as a creative strategist (or a strategic creative?), he reached industry acclaim, including a Golden Euro EFFIE.

Gediminas is a graduate of the Stockholm School of Economics in Riga and The Atomic Garden Vilnius, where he now lectures in both creativity and strategy courses.

Andrius Grigorjevas Partner / strategy & research Be&Do

A strategist with a unique blend of knowledge in semiotics, international brand and consumer research methodologies, and trend forecasting.

Having started as a researcher for international brands spanning more than ten markets across the globe, he later worked with strategic projects across the Baltic States and headed interdisciplinary strategic teams.

Andrius is a lecturer at Vilnius University, KOG institute of marketing and communication, The Atomic Garden Vilnius and a guest lecturer at Tartu University.

Friday
(1st of December)

Integrated Campaign Brief Practical task
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Integrated Campaign Brief Practical task

After days of digging into bases of creativity and different media channels you will have to implement your fresh knowledge practically – blitz creative brief is a great way to go.

No cheap chat, but:

  • 24 hours of individual work in teams,
  • consultations with tutors to find insight, create concept, convert it to the idea and adapt considering various media channels.
  • Last but not least – assuredly sell it during the pitch.

Saturday
(2nd of December)

Final Campaign Presentations
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Final Campaign Presentations

This part will wrap up everything you learned during Masterweek. Participants will be pitching their fellow colleagues and professionals that guided them during the training while presenting outcome of final task – integrated communications strategy based on a big idea.

 

PARTY
Hard work must be awarded, which includes terrace, freshly happened to be colleagues, teachers, meaningful and meaningless conversations and delicious food to share. After all, networking and not working sound similar not without a reason.

Main info

  • Dates
    November 27th - December 2nd
  • Location
    The Atomic Garden Vilnius, Gedimino ave. 27
  • Entry fee
    650 Eur
  • Language
    English
  • Group size
    20 participants only. We will contact selected attendees during three days after registration submission.

Registration

  • The Atomic Garden Vilnius reserves the right to make changes to the training timeline and tutors in an unforeseen case;
  • Reservations are confirmed only after full payment;
  • Content of the lectures is confidential - material is not going to be shared;
  • In case of participation cancelation prior the start of Masterweek (November 27th): two weeks and more - full price refund, in case of week and more - 80%, in case of less than a week - 50% refund
  • In case of participant leaving during the Masterweek money for him/her is not refundable.