Agency took to the stage at Festival El Ojo de Iberoamrica 2023 to debate creativity with purpose
On the last day of the El Ojo de Iberoamérica Festival, Dentsu Creative Latam brought together some of its main executives on stage to talk about Creativity with Purpose.
The conversation was moderated by Paola Escalante, COO of Dentsu Creative Mexico and included the participation of panelists Claudia Saldaa, creative director of Dentsu Creative Chile; Aldo Ramrez, executive vice president of creation at Dentsu Creative Mexico; Agustin Alba, executive creative director at Dentsu Creative Argentina and Pipe Ruiz, creative director at Dentsu Creative Colombia. During the conversation, they spoke about the importance of creativity in promoting changes towards a more sustainable future.
The talk began by focusing on the question why is it important for a brand’s purpose to be transformed into actions and not just words? and, among many opinions on the topic, Pipe Ruiz stated that the connection with the public and new generations is essential for today’s business. To do this, we need brands to better understand the public, putting ideas into the media and interacting in a culturally relevant way. The purpose cannot remain just in speech when there is the possibility of carrying out an action, highlighted the executive.
Aldo Ramrez pointed out that he does not believe that all actions have a purpose, but that, even so, some brands take the purpose flag as a pillar of their communication, transforming the topic into a long-term commitment. As an example, he presented a case from Saba, a brand of feminine wet wipes from Mexico, which aimed to break the taboo on menstruation through an action in the metaversion.
During the conversation, Claudia Saldaa also spoke about the importance of talking about certain topics and raising conversations around them. There will be no inclusion and we won’t feel represented if we don’t start talking about things, said the director.
The group of executives also discussed methods of generating impact beyond advertising and communication and one of the examples presented was the Scrolling Therapy case, which won a Gran Ojo in the Health and Pharmacy category, which used artificial intelligence to develop an application that allowed people with Parkinson’s to strengthen their facial muscles.
According to Agustn Alba, the piece allowed the agency to use an idea to actually bring a solution to a problem. Achieve behavioral changes in people affected by Parkinson’s, which is a degenerative disease and has no cure. We managed to break the problem of exercise for these patients and the secret was to make the mirror disappear, because it distresses them, and we achieved engagement, Alba pointed out.
Finally, the panelists stated that it will not be possible to invent a future if market professionals do not understand culture and society, since modern creativity is what creates culture and transforms society.
As creatives we must orbit ideas with contemporary tools and look for symbiotic relationships between ideas to create a different industry for the future, understanding the consumer, added Ruiz.
