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In the End, What Does Advertising Need Today? Being Chosen: The Craft of Expression and the Craft of Ideas
The purpose of advertising is, in the end, to be the one chosen.
So what happens in the moments before someone decides they want to buy?
Work of a high standard is now within anyone’s reach, and the constraints on making it keep falling away.
Yet the freer the conditions, the more plainly a company’s character reveals itself, whether it intends that or not. Takuma Takasaki,
who served as head juror last year, put the first decade of BRANDED SHORTS into those words.
Keiichi Higuchi, head juror this year, observes that the finest advertising abroad tends to begin its discussions not with the work itself,
but with the philosophy and beliefs that sit behind it.
Perhaps what draws people in — and keeps them close — is the character they find there.
What to express, and how. And before that: what to think, and how.
As BRANDED SHORTS becomes VISUAL EXPO,
these two figures explore what it takes for a brand to keep being chosen.
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