When it comes to creative campaigns, people are lightning quick to point out flaws. Negativity is simply part of the landscape – it’s hard to make something that everyone loves. (Nor is that a particularly sensible goal if you want to stand out.)
But this is what makes authenticity so powerful.
You can’t reasonably argue with someone’s personal experience, even if it doesn’t gel with your own. Real people. Real quotes. Real stats. Grounding your creative in these makes it harder for people to dismiss because it’s not fabricated.
It’s someone’s story. It’s someone’s life.
It’s an approach we championed this year with the You’ve Got What It Takes Female Founders Rise campaign. Every element – messaging, stats, and stories – came directly from those at the heart of the story: real female founders.
The result is creative that resonated because it wasn’t about what we thought. It was about what they lived.
Authenticity isn’t easy. It’s not about mimicking TikTok trends or adopting Gen Z slang. It’s about brands staying true to their purpose. And in a world where everyone’s trying to sound human, the brands that focus on being themselves are the ones that stand out.
In 2025, we’re excited to work with brands willing to challenge convention and focus on what makes them unique.
YeahNice.
