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Rainbow Marble – Festival of Responsible Advertising
Motto: “Ethics is what separates good and bad advertising. Creativity is what distinguishes the best.”
Rainbow Marble – international festival awards of creative advertising and a conference geared towards socially responsible themes. The awards see the advertising through the lenses of top creative minds, and take into account a responsible communication level of the advertisement and the consequences of its secondary impact. The winners are selected by an international jury. The aim of the festival is to award the best creative works and create a presentation and discussion platform on given themes surrounding ethics and responsibility. The 8th annual Rainbow Marble festival will take place in Zlín, June 2-3, 2010.
Rainbow Marble is an unique project, which. besides creativity, focuses on ethical dimensions of advertising. There are three ethical levels of advertising – the first one is given by legal restrictions, the second one by self-regulatory professional codes of ethics, and the third considers the possible impact of advertising. This is also reflected in the jury constitution, where the presented works are judged not only by communications and advertising professionals but also by representatives of the media, psychologists, scholars and experts in the area of social science.
Rainbow Marble is a forum, a space for discussion, a source of information for professionals of today and the future. Its presenters are experienced experts from the CzechRepublic and abroad, visitors of festival come from agencies, schools, media. The aim is to provide the impetus for discussions about the future of advertising in the context of general society development, to confirm the role of advertising as a valuable and high-quality communication medium, to provide information to the visitors about the trends and development in advertising, and also moderate the discussion on important social topics. One of them is surely also a general approach to advertising – the festival wants to confirm, that a commercial sales pitch is not the only message an advertiser can convey, that it can also have responsible value, and that these two approaches are not in contradiction. For ethics is what separates good and bad advertising, and creativity is what distinguishes the best.
The Rainbow Marble festival takes place each year in Zlín, a city in the east of the CzechRepublic. It is famous thanks to its business tradition (Zlín is the city where famous Bata factories were born) and thanks to its functionalistic architecture. Rainbow Marble takes place along with the International Film Festival for Children and Youth, this year celebrating its 50th jubilee aniversary. Rainbow Marble is held under the patronage of EACA – the European Association of Communication Agencies, AKA – the Czech Association of Communications Agencies (Asociace komunikaèních agentur, a Czech national body of advertising agencies), EASA (the European Advertising Standards Association) and also the Czech Advertising Standards Council (Rada pro reklamu, Èeská republika). Its main media partner is Strategie magazine from the Mladá Fronta publishing house.