B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Unleashing Your Inner Child: Lessons In Creativity
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Unleashing Your Inner Child: Lessons In Creativity
Marketing

Unleashing Your Inner Child: Lessons In Creativity

Staff Writers
Published on: 20th June 2019 at 10:41 PM
Staff Writers
Share
4 Min Read
Hands of kids taking multi colored chocolate candies from bowl. Children love sweet food. They eating colorful button-shaped chocolates. Its photo illustrating happy childhood. It is perfect for using it in commercial and advertising photography, reports, books, presentation
SHARE

Overnight at Cannes Lions, HARIBO and Quiet Storm gave an expert guide to tapping into your childlike creativity and revealed what happens when you ditch the script and hand over creative control to kids, at the Cannes Lions festival this week.

Trevor Robinson OBE, founder and ECD of Quiet Storm, and Herwig Vennekens, global managing director of HARIBO, revealed the creative magic behind the Haribo ads, which are created from hours of audio recordings of the spontaneous conversations between real kids about Haribo.

In their session on the main stage at Palais on Thursday, entitled How To Unleash Your Inner Child, they told the audience how the commercials, created by Quiet Storm, have given HARIBO an authentic brand voice. “It works because the children are having real, authentic conversations about the product,” said Robinson.

In the session, Robinson and Vennekens gave Cannes delegates lessons on on how to boost your creativity by unleashing your inner child.  These include:

Question everything

“Children tend to question everything. Businesses tend not to question things as they can sometimes stick with what they know,” said Robinson.

Use your senses

“Try to tap into how things used to taste and smell as a child and use this to steer your mindset,” he added.

Get out of the office

“Buy comics, go to galleries – you could even spend time reading cards in card shops,” advised Robinson. Vennekens explained howHARIBO has become a globally known brand under the leadership of two brothers, Paul and Hans Riegal. Hans, better known as Dr Riegal, was responsible for marketing and sales and took every chance to learn about what kids liked – watching children’s TV programmes and reading comics.

He also developed a promotion encouraging children to collect chestnuts to feed deer in winter. Children and their parents would come to the HARIBO factory gate and receive HARIBO in return for chestnuts which would be used to feed the deer. “This gave HARIBO the opportunity to hear what its consumers young and old loved best about the brand and its product,” he said.

Find some releases in your day

“Laughing and moments of release throughout the day have been proven to be good for your health, including mental wellbeing and stress levels,” said Robinson.

Be around children/have children of your own

“It gives an excuse to indulge in kids’ activities again,” Robinson advised. Vennekens revealed how a letter from a child to Dr Riegal asking for a sweet shaped like a straw led to the relaunch of the Rainbow Twist which went on to become the number 1 count line item in the UK.

Embrace your fear

“When you’re coming up with ideas it’s the same thing – like any performer, you’re exposing yourself to ridicule. But it’s important to push through that. Practice makes bravery,” said Robinson.

Be flexible and resilient

“You need this resilience in order to access the modern world – people need to navigate volatile and turbulent times,” Robinson added.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Cannes Lions 2019, creativity
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

"Hammy" from sportsbet.
Sportsbet Kicks Off Same Game Multi Campaign
10/07/2025
Prime Video Celebrates The Biggest Book-to-Stream Hits With Prime Book Club LIVE
10/07/2025
Darren Woolley.
TrinityP3 Launches BetterPitch Framework To Help Marketers Run Agency Reviews
10/07/2025
Mitchell Greenway.
Mitchell Greenway Appointed Chair Of The IAB Executive Technology Council
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?