BMF’s Pia Chaudhuri questions Australia’s appetite for originality on Nine’s Roll the Dice on Creativity
Roll the Dice on Creativity is an exclusive series from Powered by Nine, Mumbrella and the AANA. This week, BMF Australia executive creative director Pia Chaudhuri gets honest about Australia’s appetite for originality.
On the latest episode of Nine’s Roll the Dice on Creativity, Pia Chaudhuri, executive creative director at BMF Australia, reveals some of her favourite original advertising campaigns of all time, and shares what it takes to create an original piece of creative in today’s oversaturated landscape.
For Pia, rapidly shifting consumption habits have left advertisers scrambling for new ways to resonate with people, and she believes Australian ads don’t always meet the mark. In order to shake things up, it’s critical that advertisers learn to think outside the box and meet people wherever they are, from TV to TikTok.
Originality isn’t necessarily about creating something completely unheard of. Instead, some of the most successful original work is about taking something that feels emotionally familiar and giving it a fresh, unique twist.
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