Not Shakira and Piqué, not Miley’s flowers, not the latest “canceled” artist… To talk about the imprisonment of creativity in a transgenerational way, only one person can serve as an example: Britney. Like Britney Spears, creativity doesn’t belong (and should never have belonged) to anyone.
For decades, creativity in communication was limited to the gilded cage of advertising, linked to big advertising campaigns with exorbitant budgets. What was expected was to fill “stadiums” full of people repeating messages (or songs) and enthusiastically shouting the name of their favorite brand (or singer). However, creativity is essentially expression, so it was never a good idea to limit it. Now that it has finally managed to break free of its limitations, expand into new territories and audiences and start communicating in an inclusive way, people are increasingly looking to approach brands from a new perspective: that of authenticity and creating a real positive impact. For these people, the only distinction that matters is between “brands that contribute and brands that don’t”.
In fact, in this new context, creativity has become the queen of strategy, claiming its right to transcend advertising boundaries and ephemeral discourses. So, as communication professionals, it’s up to us to decide the next step: do we explore these infinite possibilities, or do we remain anchored to the distinctions of the past? Do we strengthen ourselves and use creativity to build new, transformative realities or do we continue to reproduce outdated stereotypes? In this sense, communication agencies have a great opportunity to demonstrate their creative talent, since no one knows the messages and values of companies better. This gives us a significant advantage in creating something truly fantastic.
Everything will depend on our courage or willingness to take a risk, like Britney did when she shaved her head. If we said before that creativity is essentially expression, those who use it are by nature rebels, or at least they should be. When creativity takes over and explores other territories, it triumphs. It grows, intensifies and transforms everything it touches. Therefore, creativity without limits is, or should be, the travel companion that every organization, brand or agency aspires to.
Andrea Xandri is Creative Director
