Martin Jon Adolfsson – Creative Director
Denesh Agnihotri – Senior Associate Creative Director
EDELMAN
Martin is a Swedish born, hybrid, Creative Director and maker that has been working across a wide range of agencies in UK and Sweden. Mixing engaging storytelling, craft, earned and innovative technology. He’s a true believer in experimentation as a part of the creative process. He’s on a restless pursuit looking for new magic ways of telling stories and starting conversations, bringing brands closer to people by doing good and evolving through culture.
Denesh looks at everything sideways. He’s an artist, an inventor and explorer, both in the physical world and mental. An obsession with the image, pushing the craft and seeing the potential of what’s possible is what really excites Denesh. Always looking at fresh and innovative ways to bring ideas to life. He has 20 years’ experience that has formed a fully integrated approach as a creative and art director. And he is behind award-winning campaigns for brands including ASICS, Baileys, Nike, Department For Transport and Cadbury. His career has taken him around the world, working on projects in Amsterdam, Sweden, Romania and a year at Wieden+Kennedy India.
Samsung’s Luum Awards-winning “Wildlife Watch” case, is a great example of how brands can be agents of change. Is this type of action profitable in terms of ROI for brands?
Martin – It’s the best investment a brand can make. To not just talk, but to act, and use innovation to solve a societal problem and to make the world a little bit better, and in this case, watch out for the endangered animals, helping protect them for future generations. That’s real ROI.
Denesh – With the planet changing so rapidly, consumers are looking for more. They want to see what brands are actively doing to improve the world. Its not just about a business making a profit, but what they are doing for change. The Samsung Wildlife Watch project supported the 2030 UN agenda for Sustainable Development – Goal 15 – Life on Land which includes a target to "take urgent action to end poaching and trafficking of protected species of flora and faunaFor us, if we could save just one animal from poachers by turning the world into virtual rangers, this would be the biggest ROI.
How to make socially responsible campaigns that also lead to sales?
Martin – Today’s consumer cares more about how a brand acts than ever before. It’s important for them to considering buying into them. Consumers want to associate themselves with brands that shares their values.
Denesh – To make socially responsible campaigns, brands must think about how they can impact the world for good. That doesn’t mean making a statement on how they’re changing, but actively doing it. Ensuring this responsibility lives and breathes internally and externally, not just through their marketing but in every way that they operate.
What do you think of the Luum Awards proposal?
Martin – Luum awards is a great initiative encouraging more brands and agencies act for good in their everyday.
Denesh – There are many creative awards with sub-categories for the environment and social good. Luum being a whole award exclusively for environmental consciousness is great and needed. We are all part of the planet problem; Luum Awards truly recognizes work in this sector and allows others to see the progressive work for a positive planet.
What aspects of the current format used for advertising festivals would change? Why?
Martin – I think many traditional advertising festivals will continue to evolve their categories, celebrating work that makes a bigger societal difference. You can already see the shift at many big awards shows today.
Denesh – I think juries on award shows could be from more diverse industries as this will also push change. Inviting those that don’t only work in the advertising industry but other leaders from different creative sectors or relevant platforms to judge work would help. Overall, this would help us become more open and less biased.
How do you manage to stay inspired?
Martin – By working with inspiring people and searching for inspiration in new places. Also, by being ridiculously curious and a bit stubborn in the pursuit of the magic idea.
Denesh – I still live by this classic Paul Smith quote ‘You can find inspiration in everything, and if you can’t, look again’. This is truer than ever, as we’re constantly ‘live’ being shared new things from the second we wake up to the second we go to bed. And with so much to consume, it’s about staying ahead and knowing what’s out there so our ideas are always fresh and relevant.
How do you inspire your clients?
Martin – By helping them to come up with ideas that take action to make a difference in the world.
Meaningful work earns people’s respect.
Denesh – We’re always looking at our brands from a fresh perspective, from the outside in.
Taking our clients on a journey and seeing how they can earn people’s attention and be part of culture. We’re always looking at fresh ways of creating and making, from an ideas and innovation perspective. This allows us to show our clients how they can be that change in the world, with a deeper and richer experience for their customers.
What do you think the creative trends in advertising communication will be in 2022?
Martin – I think we’ll see more and more exciting things coming from start-ups from outside the industry, fuelled by creatives, designers and innovators that decided that they want to pursue their dream by problem-solving and bringing really interesting ideas to life. Just look at Cake Bikes, Doconomy, and Vollebak – three highly inspiring brands.
Denesh – The world has changed with the pandemic we’re all living. This has taught us new ways to work and live. Everyone must embrace this change and find new ways to socialize, work, play and create. I think we’ll probably see the digital universe evolving even more in 2022, with new interconnected virtual worlds that close the gap between real world and virtual environments.