We asked our 2020 ANDYs jury their thoughts on what the new year will bring us in the advertising industry and Bruno Bertelli shared:
Why is Bruno Bertelli excited to be a part of the ANDYs jury this year?
The ANDYs is what all creative awards should be: Total dedication to the creative idea and no submission tactics to match specific category criteria. It’s such a great honor for me to be able to judge the very best work alongside such a top notch jury.
What creative trends do you think you’ll see in 2020?
With people becoming more aware of their carbon footprint and their growing expectations on brands to solve this problem for them, I believe marketers will focus a lot more on sustainability topics in 2020. And I’ve noticed that brands are increasingly investing into collaborative projects with leading artists to co-create assets that better resonate with culture.
What new forms of technology do you think will play a role in creative campaigns this year?
Since people are getting increasingly saturated with content, I expect to see more campaigns that focus on sensory immersion. Interactive marketing experiences in which technology enables people to engage all five senses.
Is the industry moving forward with integrity and authenticity when they show up in places of social good, or is it woke-washing?
Leading brands will get smarter in how they play social goodness. But with the continuous growth of purpose driven marketing, we will unfortunately see more woke washing than ever before.