Creative people are cool as ice, or at least, they think they are. It's ok, if they are Picasso or Dali or Van Gogh. Seated on the high thrones of creativity, creatives can often be misunderstood. To be effective in doing what we are doing - advertising. design. digital. media. marketing. whatever. We have to break down our own walls. Stop complaining about clients. Stop ignoring consumers. We just have to be ready to melt. MELT 2015 A festival of creativity at the convergence of advertising, digital, media, marketing and emerging technology.