With the world in a seemingly perpetual state of panic, good ideas are more important, and more valuable, than ever. For the creative industries, this brings a certain sense of responsibility.
At the 26th annual Golden Drum Festival, this responsibility is being placed front and centre. The mantra ‘Creativity 4 Change’ will be at the forefront of the show, with speeches and events lined up to drive home the message.
To find out more, LBB’s Adam Bennett spoke to Golden Drum Festival president Mojca Briščik.
LBB> First of all, what is Creativity 4 Change?
MB> The creative industry has developed and become much more than just a sales generating machine. Bold ideas make a difference. We are increasingly more aware of all the ways we can light up, contribute, and give back to society. The potential for making a difference in the world by driving positive change, engaging, and highlighting topics which are in the most different ways relevant to society as a whole, is tremendous.
The Golden Drum Festival wants to inspire and empower creative thinking, and action for positive change in many different ways, shining a light on it through its competition and congress program. With the slogan “Creativity 4 Change”, we are turning the focus to advertising for the better of tomorrow, inviting everyone to join us in becoming part of this change.
LBB> What kind of 'change' does it refer to?
MB> What first comes to mind when you hear the word ‘change’ might not necessarily be positive. As humans, we are programmed to be comfortable in familiar waters, which, of course, isn’t necessarily a good thing. That is often an obstacle to accepting new ideas and ways, to which we, as part of the creative industry, should be open to. We would like to empower the industry not to be afraid to be open to new ideas.
“Change” can stand for a meaningful difference or only a small step we take, as we dare to make a positive shift in our daily work and life. If we have inspired one into action, to do something positive for the better of tomorrow, deciding to create, not only tell stories, we have done something right.
LBB> Can you give an example of advertising having the kind of societal change that you talk about with Creativity 4 Change?
MB> We will be hosting speakers with extraordinary stories that cannot leave people indifferent.
Andrea Henao, Managing Director of 360 Agency Berlin and 360 Agency Europe in Germany, the first ever sustainable advertising agency in the world, promoting exclusively sustainable brands across the globe. One of the main pillars of Andrea's work is maintaining ethical attitude towards the environment. She is a firm believer that creativity has an incredible power of helping not only to raise awareness but also change the way individuals perceive current challenges such as climate deregulation.
Dawid Sczepaniak Executive Creative Director and Partner and Ewelina Wojtyczka, Art Director at VMLY&R Poland, are one of the creatives behind the campaign “The Last Ever Issue” for Gazeta.pl / BNP Paribas and Mastercard that has won the first ever Glass Lion for Poland and was awarded with five Cannes Lions, including the Titanium one. The project is a vivid example of culture-shifting creativity, transforming a narrative about women in Poland.
Not every idea drives massive change, but every small change counts.
LBB> How is Creativity 4 Change shaping the Golden Drum Festival this year?
MB> Creativity 4 Change is the base of all that’s happening at the 26th Golden Drum Festival.
We have refreshed the competition this year in order to be cleaner and more relevant in the fast-developing world of marketing communications and presented a new, Genius Loci award, which emphasises and celebrates the distinctive local spirit. This has been an important part of the Golden Drum culture since its early days back in the nineties. Together with the Slovenian Tourist Board we are continuing the tradition of enabling opportunities for young creatives with the Young Drummers Competition on the topic Slovenia, land of clean and healthy waters.
We will have the chance to listen to speakers at the Festival in less than two weeks, who will be bringing together a variety of views beyond the ones more familiar to us, from philosophy with Slavoj Žižek, to science, with Professor Bogdan Draganski, and artistic storytelling with photographer Rena Effendi’s work and stories she was able to share through her work for National Geographic.
This year’s festival also welcomes Diversity 4 Change; with a discussion on the topic of LGBTQiA+ community inclusion in advertising, led by Jason Romeyko, Serviceplan, and joining him, Julian Wiehl, VANGARDIST Magazine, and Lady Bunny, Multi-talented Drag Artist. At a time when many brands are accused of using the community for marketing purposes, he will discuss whether we are helping or harming the people the work tries to champion.
Exploring outside the frames of what we already know is the greatest driving force for change.
LBB> What first made you want to include Creativity 4 Change as a part of Golden Drum? Why was the festival the right platform for an initiative like this?
MB> My dear colleague and honorary president of the Festival Jure Apih told me a while back that we should wish for advertising that changes the world for the better and I couldn’t agree more. When talking about the Future of the Festival, we agreed we wanted to draw attention to advertising for the better of tomorrow, with creativity as one of the most powerful drivers of change.
It was this idea that shaped the 26th edition of the Festival.
LBB> Is there a longer-term ambition for Creativity 4 Change? Are you looking for the initiative to have an impact outside of Golden Drum this year?
MB> Creativity 4 Change is definitely more than a slogan. And nothing would make us as enthusiastic than seeing it thrive also out of Festivals borders.