I am unexpecting everything else other than work that represents the best from our industry’s men and women.
I am unexpecting that Ogilvy and Lowe will send their people to support the one award festival that underlines this country’s creative potential.
I am unexpecting that most clients, including the recently offended, participate, browse, and actually see the high quality of creative work that gets entered at the festival.
I am unexpecting the hundreds of unawarded, yet newly hatched critics of scam, take a stroll into the tents and actually benchmark their work against the best of the show.
I am unexpecting suits and frocks to have a sensible discussion on encouraging bolder work and not hide behind the safety and stealth of mediocre work.
I am unexpecting servicing and planning to insist on buying and selling inspiring work so that creatives don’t have to invent opportunities and even clients.
I am unexpecting a magic potion that can increase the number of bones and other bodily equipment that can defend our businesses from decay and sissyness.
I am unexpecting the very vocal media people to actually understand the spelling of experimental creative work before they pontificate on mass media.
I am unexpecting social chatter about abhorrent advertising to die down, and remind us that advertising is also about humour, satire, condoms, erotica, lingerie and potato chips.
I am unexpecting clients to actually see value, pride, and logic in giving better monies to the chefs, than rewarding the meritorious waiters.
I am unexpecting global networks to offer full, unabashed, and public support to those women and men who push the creative envelope.
I am unexpecting our leaders to remind people about our daily role as the actual conscience keepers of the public place, and to drive conversation to the fun business that advertising should be all about.
And I am unexpecting the Hawaiian shirt wearing, Bermuda shorts wearing, and golf playing corporate jellyfish to talk less about scam and more about spine.
Prathap Suthan is Managing Partner & Chief Creative Officer at Bang In The Middle.
Goafest 2013 coverage on exchange4media is presented by Patrika group.