The first rule of Vegas, as we all know, is that you don't talk about Vegas.

 

But this short essay is an exception.

 

For here I'll write about the glorious five days I've spent at the London International Awards back in 2012 as a Creative LIAison and how it impacted me.

 

Now, the fact that a festival entitled London actually takes place in Vegas is a fact that, until this day, I can't seem to explain to my wife. But that's another story.

 

So, I was a 28 year-old copywriter at AlmapBBDO trying my best to leave a mark in this grand agency. Marcello Serpa was there. André Kassu and Marcos Medeiros were there. Three guys I literally looked up to (except Kassu who's shorter than me) and whose creative leadership left a lasting influence on me.

 

One afternoon Kassu and Marcão were hanging out in Almap's little brainstorm room (perhaps no other room has witnessed the birth of so many metals) and suddenly the following word echoes through the creative department until it reaches my ear drums, - "Wooooolff!"

 

I stand up, walk 10 meters, open the glass door, close the glass door.

 

- "You're under thirty, right?"

- "Right."

- "Ever been to Vegas?"

- "Not sure I like where where this is going..."

- "We're sending you to the LIA."

- "What?"

(self-promo spoiler!)

- "You've been doing a decent job here. You deserve it. Try and come back in one piece."

 

Cut.

 

It's 4AM. I'm at the Wynn bar with Neil French, Amir Kassaei and Mark Tutssel. Don't ask what they were chatting about. (remember the first rule of Vegas?) All I recall is feeling like a ball boy watching Federer play Federer. Better leave this place, I thought to myself. Go on. Quietly grab your gin&tonic and step away. Go, Ricardo. You're not worthy. Go back and mingle with your insignificant 30-under-30 rookie colleagues. The LIAisons.

 

Felipe Pavani was one of them. Insignificant then, now Creative Director at Y&R New York. Guy is a monster. Check his work. It's the envy-kind. Like many others from our group he went on to consistently produce award-winning work year after year. But back then, in Vegas, he was a fresh new friend. Someone as passionate about advertising as myself or the other 28 LIAisons. Creative minds pouring in from every corner: Germany, India, Argentina, UK, US, you name it.

 

So there we were, thirty lost souls randomly roaming the Wynn for five days (and nights, ha!) attending lectures from the likes of Bob Greenberg and Faris Yakob, having casual round the table conversations with Jeremy Craigen, Toby Talbot, Adrian Botan and Mike Geiger. Industry leaders we only got to see on black and white PR pictures. There, live, talking to us. Answering stupid questions. Taking the time to share their own "LIAison" memories. What happened between the time they were like us, ad virgins, up until now, ad legends.

 

And moments like these, dear ad friend, they stick with you.

 

Cut to present day.

 

It's 2018 and soon I'll be heading back to Vegas. This time judging Film along with names like Guido Heffels, Amy Ferguson, Mike Eastwood, Andy Bird and Chacho Puebla.

 

Once again I'll feel like a ball boy.

Once again I'll silently grab my gin&tonic and leave the bar.

 

No, wait. I can't leave. I'm judging. I can't drink while I'm judging.

 

Fuck.

 

I wish I was a LIAison again.