In this session...
This panel questions the tension between award-winning creativity and creativity that truly transforms businesses. Are we betting on truly disruptive ideas or safe formulas? Do brands want creativity that makes people uncomfortable or only creativity that sells well? At a time when the industry is saturated with storytelling, purpose, and likes, what makes a campaign truly worthwhile?
What You'll Learn from This Session...
- Creativity that challenges vs. creativity that just looks good
- Awards vs. results: what truly matters to brands?
- How to avoid falling into empty storytelling and purpose clichés
- The risk vs. convenience dilemma in creative strategy
- Practical keys for campaigns that go beyond trophies and create real impact
