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#FoxFlame Goes to TEDGlobal, RIO & is Immersed in Genius
As part of #FoxFlame - the FoxP2 inspiration initiative for the year - Michael Lees-Rolfe, Creative Director at FoxP2, found himself in RIO de Janeiro at TEDGlobal. The conference tookplace on Copacabana beach, for a week of inspiring workshops and talks by luminaries from diverse disciplines. Lees-Rolfe reports that although the big draw card was the speakers, it turned out that the members of the audience were equally awesome. “It’s an environment where you are surrounded by neuroscientists, rocket scientists, politicians, business tech entrepreneurs, billionaires - an incredible melting pot of people.”

Can advertising agencies work with a sense of responsibility and purpose?

Lees-Rolfe says that the overriding theme coming out of his experience was the idea of working with a sense of responsibility and purpose. “As advertisers, we’d do well to discover our own purpose before we spend energy - over months - trying to bring a project to life.”
A highlight speaker was Glenn Greenwald, the first journalist to report on the Snowden saga. His talk focused on the importance of privacy - something highly topical in today’s hyperconnected world. There was only speaker who spoke on advertising specifically, and he happened to get a standing ovation - Jose Miguel Sokoloff of Lowe SSP3, Columbia, who spoke about the ‘Rivers of Light’ piece that convinced FARC (Revolutionary Armed Forces of Columbia) guerrillas to demobilise and come out of the forest at Christmas. A piece of work that has a real sense of purpose and responsibility. “It was amazing seeing a collection of the world’s smartest people standing up and giving this ad man applause,” says Lees-Rolfe.

Michael Lees-Rolfe watches the future unfold before his eyes
A neuroscientist who is doing work with brain-to-brain interface showed video footage of two rats sending a mental sms to each other using a non-invasive brain cap. He then showed footage three monkeys being connected through the same technology, and illustrated how the monkeys worked together to solve a problem, completely unaware of each other’s involvement. “It was a moment of watching the future unfold right there in the room.”