Creatives and consumers will benefit from more simple fun

Not to start on a slightly depressing reminder, but we all know it’s the anniversary of when lockdowns started to happen around the world and our lives changed forever.

It’s also the maybe lesser known anniversary of when our industry truly doubled down on sincerity, on ‘in these unprecedented times’ statements, and on creating deeply meaningful communication pieces to say that as brands we were with you.

At that time we needed these statements, these actions of support, brands showing true purpose in what they believed and how they could help. But maybe as we start to open our eyes a year in it’s okay now to stop saying we are here for you in 200 different ways, or trying to land an ‘unprecedented times’ tearjerker out in the world.