The Epica Awards, which take place November 15th in Amsterdam, are the only international industry prize that’s awarded by journalists. Its conference – with the theme ‘Will Responsibility Kill Creativity?’ – will be about brands’ role in society. To what extent are they responsible for a better world? How does it influence their communication? What does ‘purpose-driven marketing’ really mean?
Twenty tables occupied by CMOs, creatives, journalists, agency directors, opinion leaders, creators and scientists, all discussing the nature of our industry’s shared responsibility. The findings of these sessions will be collected and shared with the worldwide (industry)press.
Beth Massa, founding partner of sustainable supermarket Ozarka, shares her view on the subject in advance.
I will bring the message that “the truth is out there. And it’s complicated.” The words “responsibility” and “political correctness” are so broad in their definitions they only slightly intersect. I know responsibility will not kill creativity, and in fact, is a tremendous source to draw from for creativity and inspiration. I can talk about this.
From my perspective as a sustainable entrepreneur, advertising and marketing got us in to the environmental catastrophe we are into today. We have advertised lifestyle stories that in reality, completely contradict those images. And it is the same marketing and storytelling techniques that can pull back the curtain and reverse these environmentally devastating consumer behaviors.
I love the Storyofstuff.org.
To give truth a chance. To allow equal time to those who want to tell what happens to the planet when the Red Bulls and Starbucks and Nestlé's of the world sell a story that ends up trashing the planet.
I am an optimist because all problems are solvable. The only thing we need is just the decision and commitment to solve them. The advertising world can play an absolutely critical role in sparking a revolution toward truly sustainable behaviour in a way that feels young, energetic, empowering, rebellious, momentous!
Do you want to participate?
If you would like to be part of Creative Circles, please contact email@example.com, +31-6-11303369. There are only 20 tables. Tickets for Epica’s Award Show (and afterparty) can be purchased here.