Brands tend to either treat music as an afterthought or make similar, predictable choices. There's an opportunity to engage with artists to co-create something new that respects the art and still helps the brand, according to David Guerrero of BBDO Guerrero and Nick Wood of Syn Music, who explained their views at Spikes Asia 2019.
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SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.
To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.
SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.