Created For Creatives | A Podcast by the London International Awards

Go Beyond the Brief, Destroy the Brief

Jan 17, 2024

The podcast discusses the power of advertising in driving systemic change and making a difference. The speakers highlight the importance of unashamedly emotional campaigns that push boundaries and drive societal change. They also discuss the significance of diversity in the advertising industry and share inspiring self-initiated campaigns. The chapter explores the distinctions between TV/Cinema and Online Film while challenging the notion of AI replacing human creativity. The use of AI in creative work is explored, emphasizing the responsibility to create impactful and meaningful work.

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Introduction

00:00 • 2min

Diversity in the Advertising Industry

01:39 • 3min

Celebrating Hip-Hop and Preventing Domestic Violence

05:03 • 4min

Exploring the Differences and Similarities Between TV, Cinema, and Online Film

09:33 • 3min

The Role of AI in Creative Work

12:13 • 20min

Humour is back, AI is not King and work should be purpose driven.

“Advertising has the power to create systemic change. We want tangible action and to make a difference.” - Pia Chaudhuri

Courtney Richardson and Pia Chaudhuri told host Carren O’Keefe that the campaigns sparking conversation in their juries are ones that are unashamedly drilling into our emotions, that are pushing the boundaries and are driving societal change, not just in the industry, but in the real world.

Courtney was on LIA’s 2023 TV/Cinema and Online Film Jury and Pia Chaudhuri was on LIA’s 2023 Transformative Business Impact and Creative Use of Data.

Show notes:

Only one in the room LINK: https://www.onlyoneintheroom.co/

Generational Queens LINK https://www.youtube.com/watch?v=-R_woK7LtHM&feature=youtu.be

Work mentioned in the podcast:NRAChildren’s museum LINK https://www.nrachildrensmuseum.com/press-release

The Red Card #fabricofengland LINK https://www.theredcard.org/news/fabricofengland-an-unofficial-england-world-cup-shirt-celebrating-diversity/

Ubereats Don’t Run Out campaign LINK https://www.youtube.com/watch?v=nJfMGntAs9k

Honest Eggs campaign LINK https://honesteggsco.com.au/fitchix/

Mastercard where to settle campaign LINK

https://2023.liaentries.com/winners/?view=icons&range=f&proceed_advanced_search=true&credits=Mastercard

https://www.mastercard.com/news/europe/en/newsroom/press-releases/en/2023/mastercard-s-where-to-settle-platform-to-offer-new-features-job-listings-and-apartment-rentals/

Vanish campaign LINK: https://2023.liaentries.com/winners/?view=icons&range=f&proceed_advanced_search=true&credits=Vanish

https://www.youtube.com/watch?v=DLuqZn_FMSg

Credits:

Guests:

Courtney Richardson, Creative Director at Droga5, New York

Pia Chaudhuri, Global Creative Lead – Play Inclusion, The Lego Group

Host: Carren O’Keefe, Chief Creative Officer, Digitas UK

Producer: Sarah Knights, Eardrum, Sydney

Manager: Laurissa Levy, London International Awards

Production Company: Eardrum, Sydney

Music: Brian Yessian, Yessian Music