THE INSIGHT

Staying memorable is the no. 1 challenge brands face. You have forgotten most pieces of marketing you’ve seen today. Creating a forgettable piece of content is like setting a budget on fire.

THE EXPERIENCE  

Keynote: Baroness Professor Susan Greenfield
‘How to Make a Moment Change Everything Forever.’ The neuroscientist and member of the House of Lords shared tools for experience-makers: enriched environments, the felt sense of presence, and storytelling. Her talk reframed practitioners’ intuitions in scientific language.

The Surprise: Le Gateau Chocolat
A deep booming operatic voice had been filling the room throughout. Then – like Evita from a balcony – drag artist and opera singer Le Gateau Chocolat appeared, belting out a soulful tune that stopped the room cold. A visceral, unrepeatable demonstration of Susan Greenfield’s argument.

The Unforgettable Panel
Chaired by Dean Rodgers, featuring Le Gateau Chocolat, Nicole Pacitti (Three UK), Matt Costain (Secret Cinema), Imogen Chapman-Reid (Prime Video), and Grace Campbell (comedian). Themes: strong emotions, community, authenticity, storytelling. Matt got the entire room to stand up and declare their love to the person next to them. Closing principles: surprise, community, story, honesty.

Explorable Installations
The Portrait Studio: artists drew portraits based on guests’ memories. The Grease War Room hosted by Matt Costain: an immersive installation inside his creative process for Secret Cinema’s Grease show.