Advertising: More Than Just an Award
DDB Worldwide’s Chief Creative Officer, Amir Kasseai, gave a raw and personal speech that addressed the state of the advertising industry. Using an introspective lens, he brought attention to the fact that the industry has a tendency to forget about the real values and the real purpose: connecting with real people.
In a jaw-dropping presentation, Amir shared three short stories, each bringing to light how far the industry has strayed since its initial conception. There used to be a time when advertising had an impact on society, culture, music, etc. The industry has lost its focus.
Advertising is not about being the “chief asshole officer of some f**ing agency”, Amir said. It shouldn’t only be about awards. Winning an award only means you’re good at wining an award. He asked the audience when the last time someone’s child was truly excited to hear they won [insert any award here] and was met with laughter and applause. Because the truth of the matter is, advertising isn’t about that. It’s about truth, love, responsibility and purpose.
Amir ended the last session of Cannes Lions 2015 pleading with the audience (and industry as a whole) to remember their purpose, be honest with themselves, respect people and don’t waste talent doing things that are completely irrelevant – Do This or Die.