We asked our 2020 ANDYs jury their thoughts on what the new year will bring us in the advertising industry and Yasuharu Sasaki shared:
What creative trends do you think you’ll see in 2020?
Human-centric. Digital is everywhere, and people have got a lot of convenient tools and interesting experiences. However, they are still in the uncertainness. More human-centric ideas are needed to enlighten people to find a right direction of the future.
What new forms of technology do you think will play a role in creative campaigns this year?
This year, I think AI will become more interesting, and 5G will come next year. We will not get any attention simply by using AI, but AI will become a more powerful tool for creatives to invent unique and human-centric campaigns.
Is the industry moving forward with integrity and authenticity when they show up in places of social good, or is it woke-washing?
The industry will head in the right direction if we always look the essences of brands and provide sustainable and meaningful experiences. However, still some of for-good ideas are just for campaigns, and people give up on such brands quickly.
How effective is the advertising industry as a narrator and reflector of culture in this moment of time?
In days past, our industry was a reflector of culture and future. However, brands are only focusing on their efficiency and advertising look boring. People are far more advanced than the advertising industry. To become a reflector again, now we need the ability to see the future beyond all the uncertainness of today’s society, to transform that future into a convincing story, and the ability to turn that story into an exciting and sustainable experience.