Entertain with purpose

With the idea of ‘purpose’ at the front of everyone’s mind, one question that arose was, “are we just creating work for social good, and purpose for the sake of purpose?” As people – Gen Yers and Zers especially – grow increasingly skeptical of clichéd narratives, they are seeking content that's both entertaining and purposeful. Panelist speakers and AMV BBDO creative partners Nick Hulley and Nadja Lossgott referenced their 2018 #Bloodnormal campaign for Bodyform/Libresse, which pushed back against industry standards by showing period blood over the standard blue liquid. Motivated by the fact that “57% of girls would rather be bullied at school than talk to their parents about periods”, AMV BBDO’s ‘Viva la vulva’ campaign is an example of how brands can communicate purpose in an engaging and amusing way.

Busting generational binaries

What’s a Gen Zer anyway? A key conversation at the Creative Rumble was about the damaging effects of splitting people up into generations. The experts concluded that avoiding generational binaries and focusing on the people themselves often results in deeper creativity. Because realistically, some 19-year-olds have more in common with 60-year-olds. One panelist posited that, fundamentally, people all still go through the same things: they all have their first kiss, they all move away from home, find a partner, and try to find their place in the world. So while some behaviours and experiences never change, they constantly adapt to the environment around them. National identity, for example, is the kind of topic that translates across generations – and ads like the Aussie ‘My Perfect Bowl’ by Rice Bubbles tap into this idea. And as people continue to veer away from traditional life paths, generations are growing increasingly diverse and unpredictable.

Creative tech

While the proliferation of tech in our daily lives is often seen as invasive, intelligent products – See Sound’s ‘listening’ device, for example – are empowering people in their home environments. And in creative campaigns, the instant gratification often associated with technology can sometimes mean that work is created for immediate needs – with an ‘anti-creativity’ outcome. Instead, the panelists suggested that creative approaches should contribute to the long-term vision of the brand, rather than be instant but fleeting. This idea was demonstrated in McCann’s ‘ThisAbles’ campaign for IKEA Israel – showing how tech can be an enabler for social good. Using 3D-printing technology, the furniture brand was able to create a range of add-ons to support and assist people with disabilities, with the aim of improving their daily life at home.

Abi Buller is the editorial assistant at Canvas8, which specializes in behavioral insights and consumer research. She holds a degree in Creative Direction for Fashion from the University of the Arts London. Outside of work, you'll find her wandering around art galleries, practising yoga and seeking out new pastel-coloured garments to add to her collection.