Post by account_disabled on Jan 6, 2024 4:51:37 GMT
The “new normal” has arrived everywhere, including the creative industry. This was demonstrated by Laura Visco, Deputy Executive Creative Director of 72andSunny Amsterdam , in a virtual conference offered during the International Festival El Ojo de Iberoamérica , which celebrated its first day with the help of professionals such as Gonzalo Figari , director of disruption at DentsuX, Diana Evangelista , Creative Strategist at Twitter Latam (Mexico), and Mark Read , CEO of WPP, among others. There is no doubt that the world has changed significantly in 2020. The coronavirus pandemic forced all people to stop, to rethink things, to redefine. And for the advertising industry and its relevance it was a “wake up call” , in the words of Laura Visco.
Because, according to the professional, we are so disconnected from our reason for being and our mission that we forget an essential part of our work. The COVID-19 crisis has provided the opportunity to return Phone Number List to that essence . The challenge now lies in finding a purpose as people and professionals in a world that has changed as a result of the pandemic. Are we going to make people sad and remind them of what they lost with empty streets and sad music? In this context full of challenges, advertising can use its tools to help people feel more positive and see the reasons why they should remain optimistic through its ability to tell stories. And starting from this premise, the global campaign "Open like never before" was born , launched by Coca-Cola in the month of July and on which the creative worked.
For the Deputy Executive Creative Director of 72andSunny Amsterdam, this unprecedented situation must represent a reset for the communication industry , and an opportunity for advertising to redefine what is considered normal. "What are we going to do? Are we going to continue in the same way? Are we going to continue showing cases that solve nothing? Are we going to make people sad and remind them of what they lost with empty streets and sad music? Or are we going to empower them to make sense of this new normal?” Laura Visco asked the professionals attending El Ojo 2020 .
Because, according to the professional, we are so disconnected from our reason for being and our mission that we forget an essential part of our work. The COVID-19 crisis has provided the opportunity to return Phone Number List to that essence . The challenge now lies in finding a purpose as people and professionals in a world that has changed as a result of the pandemic. Are we going to make people sad and remind them of what they lost with empty streets and sad music? In this context full of challenges, advertising can use its tools to help people feel more positive and see the reasons why they should remain optimistic through its ability to tell stories. And starting from this premise, the global campaign "Open like never before" was born , launched by Coca-Cola in the month of July and on which the creative worked.
For the Deputy Executive Creative Director of 72andSunny Amsterdam, this unprecedented situation must represent a reset for the communication industry , and an opportunity for advertising to redefine what is considered normal. "What are we going to do? Are we going to continue in the same way? Are we going to continue showing cases that solve nothing? Are we going to make people sad and remind them of what they lost with empty streets and sad music? Or are we going to empower them to make sense of this new normal?” Laura Visco asked the professionals attending El Ojo 2020 .