Crystal Hay’s Creative LIAisons Diary #1 and #2: “Never stop wondering”

Crystal Hay, Copywriter, TBWA Auckland is representing Aotearoa at the 2025 Creative LIAisons program in Las Vegas featuring some of the world’s most respected creative directors as speakers. Here, Hay reports exclusively for Campaign Brief.

Day One is complete. But not without getting lost on the way to the LIAisons conference and stumbling into a crew of resort staff clearing away the rainbow-y dregs of a big night. I didn’t know the human body could do all… that.

Las Vegas feels bananas. From my hotel, I can see the very edge of the city – where the lights get swallowed by desert. When I went for an exploratory hīkoi down the Strip, I kept finding new surprises: surprisingly naked people, sidewalk Glambots, and an abundance of big smiles from fellow tourists. As someone told me recently, this really does feel like adult Disneyland.

After the doors shut and the lights dimmed, I had the crisp realisation that I was surrounded by some of the most articulate and shrewd young creatives on the planet. As they asked question after question, my admiration for my peers in the room grew. What a bunch of clever folks. Thankfully, they’re all as open to finding new international advertising buddies as I am, so I might get to absorb their brainpower.

Over the course of the day, I summed up what I loved most into these headlines:

From Andrea Diquez, Global CEO at GUT: Never stop wondering.

From Suzanne Powers, Founder/CEO of Powers Creativity and All&, New York: “Nobody is boring.” A great reminder to notice all the wonderful tidbits (and big bits) your colleagues can contribute when you include them.

And from the endlessly quotable and cool Umma Saini: “Belief is the shortcut to success.”

I think that about does it for today’s entry. Here’s a snap from Rhiana [Merota, Intermediate Art Director at Special NZ] and I, auditioning for a buddy cop movie that might come out once it exits Development Hell.

For those who didn’t read the above properly and maybe didn’t register that I’m done for today: I am done for today. Here are a few Strip snaps to wrap things up.

Tata for now!

Crystal Hay’s Creative LIAisons Diary #2: Workshop ’til you drop… and the sans-pool pool party

Before I felt ready for it, Day #2 arrived – the workshop competition. A point of acute anxiety for me leading up to my big jump across the pond from Auckland to Vegas.

In teams of 10 (!!!) creatives, we were tasked with delivering some Disney magic to Australian and New Zealand Westfield malls, with a specific emphasis on engaging a society that is perma-locked-in on their screens. After being given some context and some fun new ways to ideate, we set to work on the most mad-dash deck-build ever, managing to turnaround a 10-page deck in 1.5 hours.

As an armchair sociologist, it was interesting to see the division of labour spark almost immediately. Teams segmenting by roles, switching seats to create mini art/strat/copy departments. Delegation. Sharing strengths and weaknesses.  “Big-dogging” … i.e. the process by which people identify and prove themselves as leaders. The anxiety I had quickly melted as I got stuck in.

Oddly, the anxiety melted so much that I ended up being one of our team’s presenters. This is a patterned behaviour, manifesting in the following steps:

Step One: FREAK TF OUT before starting.

Step Two: Start.

Step Three: Be a happy freak.

At the end of the day, my team and fellow Kiwi Rhiana Merota’s teams received a special mention from the judges which I’m very proud to reveal to my dear readers.

Following Workshop Day was our Shadow Jury Day and I was in the room responsible for determining the Ambient/Activations LIA Awards. It was my first time ever being privy to an award jury’s discussions. I gained a new appreciation for the judging process after seeing the conviction with which the judges promoted the work that they loved most, often resulting in a better result for the work.

After judging, us weary mentees waddled back to the Treasure Island (the hotel which has housed all 130 of us) in ant trails for a wee disco nap before the party.

Which was crazy by the way.

The common thread throughout this program thus far is everyone is open to friendship. There’s no “cool kids club” of people standing in corner, sniggering at others. It feels like you can walk up to anyone with any silly old line, and they’ll chit-chat back in a way that doesn’t feel superficial. Side note: having an early 2000s point-and-flash is also a great way to make new friends.

Did you know that swimming in Las Vegas is practically illegal after 6pm? Some of my new friends and I found out pretty quickly. The rest of the evening is another story, for another time, for another platform.

‘Til next time, tata.