The New Age of Advertising

The New Age of Advertising

Industry Sharing Session

The world of advertising is rapidly evolving. From setting trends and shaping beauty standards to raising awareness about equality, racism, and human rights, this creative medium continues to influence how people think and respond. It has been the ultimate art of persuasion for decades. In an era defined by ‘woke’ culture, consumers have become more self-aware and discerning than ever before. While Artificial Intelligence (AI) clearly lacks empathy and authenticity, this shift now challenges creative thinkers to approach audiences in more meaningful and innovative ways.

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Award-winning creative director Thomas Hongtack Kim, Creative Solutionist and founder of 2kg in Korea, was invited to share his profound knowledge of the creative industry with our Visual Communication Design students. He unfolded the value of developing thought-provoking concepts that speak to people and connect with them on a deeper level, as opposed to just vibrant visuals and catchy taglines. To keep up with today’s fast-paced creative industry, Kim believes the secret lies in looking back. He kicked off the session with a trip down advertising memory lane, revisiting iconic case studies like Guinness’ 1996 campaigns, ‘Not Everything in Black and White Makes Sense’, ‘Good Things Come to Those Who Wait’ as well as Apple’s legendary 1984 Macintosh commercial. Despite being decades old, these campaigns struck a chord with audiences of their time, addressing real issues while promoting products in ways that were clever, emotional, and unforgettable. “You end up falling in love with the philosophy of these brands, not just their product,” said Thomas. The underlying message in each of these commercials, whether it was feminism, equality or challenging outdated beliefs, each told a story. The product barely made an appearance throughout the commercial. In other words, it is the story behind the brand that stuck with people and the way it was delivered.

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“Concept building is designing your thoughts. It uses information, knowledge, and experiences that are unique to each individual yet universally relatable. That’s what it’s all about,” Thomas emphasized as he explained how these timeless commercials continue to leave a lasting impact on people’s minds. Relating this to the current concerns of AI now generating ideas and concepts for commercials, posters and campaigns, Kim simply stated that true creative magic happens only when ideas are brewed from personal experience together with advanced technology. He urged our young designers to embrace innovation not as a replacement, but as a powerful extension of human creativity.

Location:
The One Academy