In the age of the algorithm, TBWA's
Disruption® Seminar proved creativity is an act of optimistic
rebellion and a positive force for good
CANNES,
France, June 27, 2024 /PRNewswire/ -- As makers,
creators and thinkers, we are facing a "blanding" of creativity
like never before. As author, Kyle
Chayka, claims in his new book "Filterworld," the algorithms
that govern our lives today are "flattening culture." Last week at
the Cannes Lions Festival of Creativity, TBWA embraced the brief to
confront those creative conventions and crowdsource the
Disruption® roadmaps that can challenge the algorithm's
chokehold and unleash human creativity.
Trademarked in the 90's, Disruption® is TBWA's unique approach
to creativity, innovation and problem-solving. It has three
elements: first, identifying the conventions of the
marketplace - what we're fighting against; second, defining a
vision for the brand - what we're fighting for; and third,
developing a disruptive platform that will transform the
experience. This is called the Disruption®
Roadmap.
Putting theory into practice, led by TBWA's Global Chief
Strategy Officer Jen Costello and
TBWAChiatDay US CEO Erin Riley, "The
TBWA Disruption® Seminar" encouraged attendees to imagine a
different, more optimistically rebellious, reality for human
creativity. Joined by The New Yorker staff writer and author
of "Filterworld" Kyle Chayka and
award-winning Director, Writer and Producer Lucia Aniello, renowned
for her work on 'Hacks' and 'Broad City' the speakers agreed that
the algorithmic ecosystem society has developed threatens to
prevent us from being challenged and inspired as individuals.
Pushing against the ecosystem – alongside a live audience within
the famed Théâtre Claude Debussy – the group devised four
Disruption® roadmaps to help chart a new creative direction.
Exploring the roadmaps that emerged from the seminar and with
the audience's contributions, it was evident that; "We have a
choice to imagine a different reality. To disrupt." - Jen Costello, Global Chief Strategy Officer,
TBWAWorldwide.
From celebrating mass originality and individuality, to making
smart, fun and beautiful things, to flooding the internet with
novelty; the overall message was one of creativity as an act of
optimistic rebellion.
Talking further to the creative insights, Erin Riley, TBWAChiatDay US CEO noted "Our goal
here was obviously not to solve the problem, but to (encourage) all
of us to take a little bit of inspiration and perform those tiny
acts of optimistic rebellion that will make a difference.
There is really no replacement for the spontaneity of human
creation and while there are certainly places in our lives we might
want predictability, when it comes to making people feel things and
moving people, there is nothing quite like creative expression."
continued Riley.
Putting that creative expression front and center, Ben Tallon, illustrator, author, and host of
The Creative Condition podcast brought the session's
insights to life through captivating artwork. Painted live on the
stage – responding to the conversation as it played out – Tallon
captured the power of the algorithm's chokehold in his piece, but
also the light and color emanating from the opportunity to fight
against it.
Cannes delegates can watch the
full Disruption® Seminar via www.lovethework.com and visit
www.tbwa.com to learn more about The Disruption Company®.
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SOURCE TBWAWorldwide