There's a lot to be said for playing it simple, opines Gen Kobayashi.
As life gets increasingly tough, we could all do with a little light relief, says the chief strategy officer at Engine Creative.
Adland uses the word 'brave' with abandon. But given real life is full of instances of genuine bravery—especially in these strickened times—'brave' advertising is a misnomer that needs to be ditched.
The CSO of Engine reflects on the importance of properly unplugging.
History shows audiences want escapism in hard times, not phoney sentimentality.
Strategy isn't just a science, it's also an art.
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