The last of the knowledge and learning series was Dan Wieden, the Chairman & Co-Founder, Wieden+Kennedy. Across the sessions in the course of the festival, Wieden was welcomed by the audience with the most energetic round of applause.
Wieden started the session with explaining how technology is useful but has lost its bearings. Technology brings people together and pulls them apart a lot more. He was worried about the maturity of technology in expanding its networks. In times of technological advancement, things have become both scary and fascinating.
He laid special emphasis on the importance of traditional art and craft due to its subtlety of detail. “We must learn from the new generation that has developed new art forms, value systems and new possibilities,” said Wieden.
Wieden talked about the importance of respecting and understanding street art. He mentioned Kaws, a legend in his own right, who started off as a graffiti artist and later rose to becoming a world renowned artist.
Discussing brands and their advertising he added, “Let us break traditional norms by going straight to the consumers. The aim is not to get the money but the recognition.”
He concluded, “Brand advertising creates non provocative relationships with customers. It highly speaks of ethics and core values of companies. Advertising is really not about you or your business. It is about people coming in and living up their creative potential completely.”