Advertising Redemption or Future Creation?

Since I started working in the advertising industry 15 years ago, many changes have occurred. People talk about how technology, updated almost weekly, is transforming our lives. However, I believe the greatest change in communication isn't fragments of technological innovation or hardware advancements.

The shift toward authentic storytelling, toward communication that genuinely serves people—that is the most significant change. Those of us working in advertising can now not only influence people's emotions but actually help them. Through such actions, it sometimes feels like we're making amends for decades of past transgressions.

Imagine this: lay out all the advertising budgets spent annually on brands and services. It must be a staggering amount of money. What if we could use this money to achieve something beyond just selling products and services? What if we could enlighten people and make their lives more comfortable, without forgetting advertising's core mission to sell? What if we could sell with a higher purpose?

I imagine this because I believe it relates to the shift in communication happening in the world today. People's consciousness has matured; they are no longer mere "consumers." We have evolved to want to support brands with more admirable goals.

What changes might actually happen? For example, a detergent company could support people forced into evacuation shelters by a hurricane by washing their clothes. A sporting goods retailer could build and provide a sports center for the community, using an amount equal to its annual advertising budget. A toilet paper company could deliver an app to users that lets them search for public restrooms in the city and see ratings at a glance. A company handling menstrual products could send encouragement to young women, helping them not be discouraged by gender discrimination.

A glance at the Cannes Lions award winners over recent years makes it abundantly clear that such examples have become the prevailing trend. Outstanding campaigns are being realized one after another, making a real impact on people. This is not just a passing fad; we will see an increasing number of successful examples emerge.

When tackling a client brief, we now live in an era where we can also take on the role of shaping the future of art and culture. Advertising can create things that truly benefit people. Advertising can transform people's lives into something more human. I want to express my gratitude for the good fortune of being able to work in advertising during this era.

(Supervised by: Dentsu Inc. Global Business Center)