By A Correspondent
As Goafest 2018 takes off in grimy Goa, we thought it would be appropriate to carry excerpts from a trend report published by D&AD, the global organisation for design and art direction. The report analyses what drives brand content and advertising.
The Creative Excellence Report is based on over 25,000 pieces of creative work from design, advertising and production entered in the D&AD Professional Awards last year. According to a message we received, the report “identifies macro trends that have influenced creative work, the impact these trends are having on our industry and the potential opportunities that these trends present in the future.â€Â And why do we think it’s important to bring it to you. In the words of a D&AD executive: “In these uncertain social and economic times, it’s no surprise that the report points to political, cultural, technological and environmental instability experienced in 2017 as a key component affecting creative work – whether that’s through an exploration of what it means to be human, the sense of social uncertainty or changes to information architecture.â€
The report is available to download through the D&AD website and specifically here: link.
This is what the report concludes before presenting If there’s one overall message from this report, it’s that the industry is being forced to respond to change: changes in technology, in media channels, in global politics and even in how humans view themselves. The majority of agencies will see these developments as threats. All their energy will go into defending their position and digging in harder as they struggle to remain relevant. The wise ones will see opportunities instead. They’ll apply creativity at a business level to break new ground and invent the future. It’s this positive attitude that’s leading to many of the most awarded pieces of work.
The shifting landscape is also polarising clients. Most are continuing to only talk about themselves and their product. But bolder clients are seizing the opportunity to be more socially engaged, to have a relevant voice in the world and to lead people to a brighter future. That approach is earning them a higher share of attention and building a stronger bond with their audience. Creativity often manifests itself as a reaction against mass behaviour. And currently there is no shortage of issues to react against: industry metrics, social injustice, environmental irresponsibility and automation are just a few. Along with the ever-present mass of formulaic ideas and low quality content. These are truly exciting times filled with great opportunities for the broadest- minded agencies and brands. These are the ones who will continue to shine at the D&AD Awards. And we’re really looking forward to seeing the work they show us in 2018.
And these are the Six Takeaways, as highlighted in the report.
01. CREATE SUPERHUMANS
Use technology to give people powers they didn’t previously have. Help them accomplish the unthinkable and raise their sights to new possibilities.
02. FIGHT FOR JUSTICE AND EQUALITY
As enlightened humans, we believe that all people are equal. Yet society, business and politics don’t currently reflect that. Take on the cause.
03 UNITE THE DIVIDED
The last couple of years have seen rising divisions in the West. Instead of ignoring the divisions you can bring people together to fight ignorance.
04. HAVE A VOICE
Staying silent doesn’t mean you’re staying out of an issue. It just means you’re not supporting the right thing. Stand up and make yourself heard.
05.ABUSE THE TECHNOLOGY
Everyone else is using stuff the way it’s supposed to be used. That doesn’t get you noticed. Be creative with the tech that’s stifling creativity.
06.LOOK BEYOND THE CHANNELS
If the current channels aren’t giving you what you want, create your own. Grow your own audience. Do the stuff no publisher or broadcaster would allow you to do.