Creative conversations in Vegas: Psembi Kinstan + Joe Sibley discover Advertising sans Frontiers

Advertising sans Frontiers. Do we all secretly wish to work for charities? A recap of LIA Week with Psembi Kinstan and Joe Sibley, a young Australian creative team from GPY&R Melbourne invited to the recent 2013 Creative Conversations in Las Vegas.

Dumb Ways to Die. Small World Machines. Immortal Fans. Bridge of Life. Hashtag Killer. Each has won a stack of tin, and each attempts to make a real difference to people’s lives.

Promoting ads with ‘more meaning’ was a common theme amongst the global CCOs at Creative Conversations, both in their presentations and in the jury rooms. One of the juries we sat in gave metal to 17 pieces of work. Only five of those weren’t trying to save lives. And what metal they did win wasn’t that shiny.

So where does that leave brands that want to do innovative work, but can’t afford to resolve the conflict between India and Pakistan? Where’s the award winning work that’s selling tickets, not saving lives?

And when your client’s competitor has already halved the national suicide rate, what are your car ads going to achieve?

Most award shows have subcategories for charity clients. But now the best charitable work is actually flogging soap, electronics and soft drink.

Making more meaningful ads is a worthwhile ambition, and the ads mentioned are certainly the best work going around at the moment. If not some of the best ever. But isn’t there still room at the awards podium for work that purely focuses on selling shit.

If there’s anything to take out of this, next time you get a brief, forget the prop. There’s still a Syrian civil crisis to solve.