Creativity trends ahead in 2023 include the end of the franchise of gloom, a return of comedy, being real and authentic, AI image generation, saying goodbye to NFTs, a return of experiential plus support for creatives from divergent backgrounds.
AdNews spoke to a range of creatives for their review of 2022 and outlook of 2023.
Wesley Hawes, executive creative director of Innocean Australia, says the current trend is simply to be real and authentic.
“Not sure if this will be a trend or more wishful thinking on my part, but I really hope we see a trend towards more real creativity," he says.
"As in, not creativity solely designed for case studies and award jurors, but creativity designed to either entertain, enthral, delight, shock or engage real people.
“How about a hot trend to not just award work real people love, but for us to start making more of it right here in Australia.”
The creative director hopes to see the fundamental definition of creativity start to affect more campaigns in 2023.
He said: “The definition of creativity or its role doesn’t need to be defined again or any differently in 2023. In our industry creativity should always be the tool we employ to solve a problem (normally for our clients or partners) in a way that surprises, enthrals, entertains, shocks etc.
“Sure, we can always throw more tech, data, innovation and insights at a problem, but if it’s not used creatively to do the above; to grab the attention of the audience it's aimed at, then what’s the point? I hope we see this more fundamental definition of creativity start to affect more campaigns in 2023.”
Michael Kox, the executive creative director at Think HQ, sees the return of comedy as an essential ingredient harnessed by smart marketeers.
“A lot can be said for identity," he says. "How we see ourselves and the stories we tell. Who we celebrate and what we look forward to.
“Our cultural identity - whether or not we’re proud of who we are and what we’ve become - determines what we welcome as appropriate ideas.
“The trends I see forming (or in this case, reforming) are the welcome return of comedy as a weapon of choice for smart marketers, craft as the new re-crowned essential ingredient of all great work, convenience - our needs met here and now and a clear awareness of who we are and how we want to be seen. In short, culture, convenience, comedy and craft.”
Knox says the tough times ahead will allow for campaigns to be a bright light in a sea of dark.
“The rich ground for creativity is community," he says. "The mass and the super niche, the familiar and the foreign. Creativity that welcomes people. Great ideas that bring us closer.
“A beautiful inventiveness that lets us imagine, escape, save time and feel better. Creativity in 2023 will give us a break from reality.
“Tougher times make us think hard and creativity will be a bright light of relief in the dim predictability of your newsfeed.
“Like New Year's Day, a lot of campaigns will build to a slow headache and treat us with indifference. However, others will be an optimistic fresh start of something to look forward to.”
Jon Austin, executive creative director at Host/Havas,: “As diversity and inclusion (finally) goes beyond being a buzzword and is increasingly recognised not just as a societal responsibility, but as a commercial and creative advantage, I think we’ll see companies doing a better job of supporting creatives from divergent backgrounds.
“As a result, I feel like we’ll start to see less tokenistic diversity reflected in our creativity, and more meaningful representations of it do a better job of engaging audiences.
“A brilliant creative at Host/Havas -- Anastasia Simone -- believes this attitude will probably trickle into virtual worlds and Web-3, as things become more decentralised, and we rely less on algorithms and official creators to tell us who we are.
“I think the definition of commercial creativity has to broaden out of sheer necessity. For the first time in history, the minority of people watch linear TV, not the majority. 92% of people now consider ‘traditional, paid for advertising’ more interruptive than ever. In fact, what was considered ‘traditional media’ is increasingly becoming obsolete media.
"In its place, we’re seeing creativity manifest in places that not so long ago were considered indulgent or bolt ons to a traditional campaign. Things like earned and social will no longer be considered ‘non-traditional’. They’ll be integral and core components of our work. I can’t wait.”
Independent creative Adrian Elton sees further development in AI image generation and a goodbye to NFTs.
“I think two of the main tendrils of creativity that have come to the fore in 2022 will deflect in opposite directions in the coming year," he says.
"AI image generation will continue to take seismic leaps forward as ever sophisticated possibilities spiral outwards in a fractal blur.
"From the quirky wonder of the first isolated images earlier this year, we're now at the point, merely six months later, where these tools can be used to create powerful storyboard sequences complete with characters that can be sculpted across complex scenarios.
“Combined with where text-prompt based video is heading, these will become increasingly powerful tools in the hands of those who are visually literate enough to know how to incorporate the mind-boggling potential into real world production workflows, with imagery tailored to the story-telling imperatives of advertising.
“Meanwhile, I think NFTs have had their embarrassing little moments and the snake oil has risen to the top. Other than in the most tangential of cases where something truly interesting and creatively radical has taken place, the majority of those horrendously ugly primates will be proven to be worth fractionally less than the nano-cents of data that their smart contracts represent. Any agency gifting their staff with NFTs in 2022 is very much deserving of contemptuous eye-rolls and to that extent they would no doubt be better served by shelling out for an old school chrissy hamper, or a $25 JB voucher.”
Scott Dettrick, creative director at The Monkeys, part of Accenture Song, says that technology can help to further enhance creative executions but it’s important that it doesn’t replace it.
“2022 has seen a significant change in usable AI and 'metaverse' was a finalist in Oxford's word of the year," he says.
"I think 2023 will be a year of pressure-testing this new tech and finding clever ways to use it creatively. What's important is to remember that the impact of technologies like AI and the metaverse is rapidly evolving beyond its purpose as a tool for efficiency into a limitless creative canvas.
“It can enhance insightful thinking and powerful creative executions but not replace them. AI can make campaigns more personalised and imaginative; the metaverse and AR, more immersive. But brands must ensure the way it's used is responsible, human and ethical. We can even make marketing useful rather than intrusive.”
Brendan WIllenberg, executive creative director & creative partner at Archibald Williams, hopes 2023 will be the final instalment of the franchise of gloom of the past few years.
"2023 will be Episode IV in what will hopefully be, the final instalment of this franchise of gloom. And while Star Wars Episode IV was ‘A New Hope’. I don’t think we’ll be that lucky, he says.
"From an economic standpoint, I’m sure the other commentators in this article will have expressed it far more eloquently than I can but, Sh!t is about to get real. 2020 was met with cautious uncertainty but in 2023, we know what’s around the corner
"What does that mean for creativity in our industry? Well dear reader, here are my thoughts.
"Next year is going to be one about rationalisation, retention, and reputation.
"Behaviourally, I think every mid-sized purchase is going to be weighed up with an opportunity cost in mind. Every single one of these purchases is going to be rationalised against what this means for my Coles/Woolies/Aldi bill. From a creativity standpoint, I can only see these three retailers and the banks heavily investing in brand as an inevitable turf war commences for hearts and minds. I think the government will turn on the taps too as it seeks to reassure the body populace that everything is going to be ok.
"Retention. This will be crucial as we look in our subscription wallets and at our grocery bill. I think brands will be rightly investing heavily in customer comms. We’ll see a lot of trimming of fat as people say, do I really need 7 subscription services in my wallet
"Decisions will be made based on utility and with that in mind, I think we’ll see a push from some of the big mastheads who can justifiably put their hand up and help people navigate the choppy waters of 2023. We’ll no doubt see a big loyalty play from the retailers as they seek to stop wandering eyes. The winners will be the ones who can inject creativity into MarTech, the sinners will be the ones that rely on the same old templates.
"Then there’s reputation. This one doesn’t instinctively fall into a creative box but with people hurting due to interest rate rises, energy prices and inflation - big banks, utility companies and retailers are going to be in the spotlight. If they’re posting record profits whilst simultaneously claiming, they are ‘here for you’ - I think people will flip the tables. We’ll hopefully see less twee brand work and more action from brands. Hopefully
"Now, I bummed myself out writing this but maybe there is ‘A New Hope’ after all. Our economy is resilient and if unemployment can remain low and wages strong then Episode V will be where ‘The Empire Strikes Back’. And I think it will.
"Disclaimer – In the above analogy, we the people are ‘The Empire’. I’ve never actually seen Star Wars so please don’t DM my Linkedin telling me how flawed my analogy is."
Scottie Zuliani, creative director at Howatson+Company, predicts advertising being more abstracted and outside the box in 2023.
"Before starting my new job at Howatson+Company, I had the opportunity to do the rounds and talk to some of Australia's top creative leaders, hearing their vision," he says.
“One thing they had in common was the ambition to make more non-traditional advertising - for lack of a better expression - ideas that didn't fit into boxes. Ironically, the best recent example of this was an idea involving a literal box.
"Earth's Black Box was bigger than advertising. It demonstrated craft, generated mass PR and made every creative I know wish they made it. It certainly didn't feel like an ad.
“If ambition is anything to go on, I predict 2023 will see more of these shapes of ideas. And I'm excited about that."
Chris Andrew, a creative at Special, sees the re-emergence of experiential ideas.
"One of the easiest places to identify trends is the walls of creative departments - and my guess is we're going to see a re-emergence of experiential ideas," he says.
“With the lockdowns and restrictions now feeling like a thing of the past, cooped up clients and agencies have a bit of an itch to scratch. If anything is going to define creativity in 2023, it's going to be real, tangible ideas that leave a lasting impression on the people who experience them.”
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