We Need to Stop Nannying Our Brands

Date: 5 June, 2017

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In the advertising world, whole systems are designed to tightly control the creative process – from script, to casting, to production and the ever-present crutch of research. At this year’s Cannes Lions, with our client AIB, we will provoke some much-needed discussion about why this needs to change.

‘If You Love Something Set It Free’ confronts the thorny issue of ‘over-parenting’ the creative process and reveals what can be achieved when you loosen your grip, let go, and trust.

This collaborative session will discuss how AIB handing over control of its big creative idea, ‘The Toughest’, became the catalyst for world-class creative content without scripts, actors or control.

The session will be held as part of the Creative Inspiration seminars in the Debussy Theatre at 13:00 on Sat 17th June.

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