8/10/2019 Five Things I Learned From Milton Glaser _ ADC Global
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E V E N T S ( / C A T E G O R Y / E V E N T S ) ,
H A L L O F F A M E ( / C A T E G O R Y / H A L L - O F - F A M
E ) J U L Y 1 6 , 2 0 1 4
Five Things I Learned From
Milton GlaserADC Executive Director IgnacioOreamuno reflects on
Hall of Fame
laureate's appearance at ADC Gallery
Last week, we at ADC were honored to host the opening
reception
(http://adcglobal.org/celebrating-graphic-advocacy-at-adc/) of
Graphic
Advocacy: International Posters for the Digital Age 20012012
(http://graphicadvocacyposters.org/).We had a packed house, and
while
everyone quite enjoyed the compelling artwork on display, Im
sure thehighlight of the evening was getting the rare opportunity
to bask in the
wise words of design legend and ADC Hall of Fame laureate
Milton
Glaser (http://adcglobal.org/hall-of-fame/milton-glaser/).
Milton is a historic figure in our industry, reaching what most
would consider the apex of a
career in graphic design. ADC Hall of Famer, recipient of both
the National Design Award
(http://en.wikipedia.org/wiki/National_Design_Awards) Lifetime
Achievement Award from the
Cooper-Hewitt National Design Museum andthe National Medal of
Arts
(http://en.wikipedia.org/wiki/National_Medal_of_Arts) are no
small accomplishments. But if one
thing was apparent that night here at ADC, its that Milton
doesnt act or think like he reached
the apex of anything. Hes an intellectually active human being
who poses a lot of hard questions
that make everyone reevaluate things we mightve otherwise taken
for granted.
Here are five things I personally took away from Miltons
thoughtful responses last week. I hope
youll find a little bit of inspiration from this cultural
icon.
We have to take a step back, gain perspective and take a look at
what were
doing.
We talk about advertising and design as if its a sacred art, but
Milton seems to look beyond
that, often speaking about the fact that unbridled consumerism
is not a good thing. Its great
that good advertising and design can move products, its exciting
that our work will be put on
billboards, magazines and newspapers, but shouldnt we also see
the big picture and take a little
bit of responsibility? Perhaps we cant stop it, but its
important to acknowledge the global
effect of our work.
Were at a strange moment in history where nobody
believes anything.
Were at a strange moment in h istory where nobody bel ieves
anyth ing.
Miltons observation is extremely important. The art of
persuasion (as we like to call our
business) relies not only on the power of the message, but in
how open our audience is to
receiving our message. I see this as a parallel to a gun and a
target shoot. The guns might be
getting more and more accurate, but the targets are getting
smaller and smaller. I for example,
dont have cable, dont subscribe to newspapers so dont really see
print ads and I have an ad
blocker on my browser, so no matter how incredible a piece of
communication is, it just wont hit
the mark. I think we put ourselves in this position as an
industry by producing so much clutter, so
much bad advertising and design, and not elevating the level of
communications.
Expect the unexpected. Everyone knows Milton for INew York, but
as he admits, he
had no idea it was going to blow up so big. Its an important
lesson for everyone; we should do
and produce as many things as we can to the best of our
abilities, because the big one that will
open up doors for us is usually not the one we expected to
explode.
I dont know what Im doing when Im doing it! How
could I? Im stumbling in the dark.
I dont know what I m doing when I m doing it How cou ld I? I m
stumbl ing in the
dark. How else can you work except to stumble in the dark? If I
knew what I was
doing before I started I never would have started. When ADC does
events with the
giants of our industry. a lot of people in our audiences seem to
envy them because they feel that
(/member/bigbadwolf)
Ignacio Oreamuno
Ignacio Oreamuno is the Executive
Director of ADC. With his ambitious
vision and drive to dramatically change
the industry by bringing art and craft
back to advertising and design, he is a
natural creative leader. Before joining
ADC, Ignacio founded IHAVEANIDEA in
2001, with the intention of creating a
community-based publication that
shared quality know-how by creatives,
for creatives. Soon thereafter, Ignacio
launched Portfolio Night
(http://portfolionight.com), the worlds
first-ever international portfolio review.
Both initiatives grew at lightning speed,
which solidified his path to inspiring
creatives around the world. In the
following years, Ignacio was named one
of Marketing Magazines Ones to
Watch Under 30, and he l aunched two
new initiatives: the Tomorrow Awards
(http://tomorrowawards.com), an
international award show without
categories, exclusively focused on
teaching and learning; and Giant Hydra
(http://gianthydra.com/), a first-of-
its-kind mass-collaboration creative tool
for agencies. Having lived in ten
countries across Latin America, Europe
and North America throughout his life,
Ignacio is no stranger to travel and new
cultures. He is known for living his life in
an airplane, for his taste for fine food
and wine, and for never stopping in his
tireless quest to improve the global
creative industries.
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8/10/2019 Five Things I Learned From Milton Glaser _ ADC Global
Awards & Club
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those people have brilliance strike them a lot easier than it
does their own work. I think Milton
makes it clear that the white empty page is just as hard for him
as it is for anyone else.
The earth is not warming, it s dying. Milton is very passionate
about the topic of
environmental awareness. I think a l ot of people always think
that you have to be a young hippie
to talk and care about the environment, when in reality all you
need is to have basic intelligence,
awareness and consciousness. Milton has seen a lot of decades of
abuse to our planet and its
admirable that he doesnt just care, but is taking action to
raise awareness of the topic.
I Milton Glaser
Ignacio
Oreamuno(http://adcglobal.org/about/adc-staff/ignacio-oreamuno/)
Executive Director
ADC
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