The second instalment in our series of reports bringing together insights from the 2024 Festival content streams and winning work
Introduction: Craft’s comeback
Return to tradition
Get crafty with health
Blend past and present
Make it personal
The Festival’s Creativity Toolbox stream celebrated the resurgence of traditional craft techniques amid the rise of newer technologies. Winning work like ‘Paper Organs(opens in a new tab)’ and ‘LOEWE x Suna Fujita(opens in a new tab)’ showcased how combining traditional mediums with modern creativity can help a brand resonate with a niche market. And craft techniques were used to tap into deep-seated human instincts – and contribute to impactful stories and find fresh ways of approaching problems.
Traditional craft techniques can create visually distinct and emotionally resonant work. Consider how you can use them to enrich your brand narrative or offer a fresh perspective.
Use a craft-led approach to deliver sensitive health messages in a more user-friendly format.
Combine conventional and contemporary approaches to rejuvenate your creative approach.
Respect cultural traditions around craft and invite your target audience in to elevate the emotional impact of your designs.
Alexander Schill | Global Chief Creative Officer and Partner, Serviceplan Group