Creativity in the Time of Covid-19

Kauê Barbosa, Creative Art Director, White Rabbit Budapest,  and Jury Member at The FWA, São Paulo

This has been a tough year, in which we're having to face two challenges. 
A new one, and a well known one. The first is easy to guess. Yeap, the pandemic. 
It has made us look at the way we work from a new perspective. 
Facing the reality that we need to rethink our future, even if it means dealing 
even more with our second challenge. The old and scary blank sheet of papel.

Because what this crisis has proven to us is that what we think it's important may not be. 
It doesn't really matter how many projects or awards we have. 
The new future doesn't care about it. We'll have to keep thinking ideas that make a real difference in the world. Ideas that bring people together (not literally, of course) and help them to get through this. 

And we know how hard it has been to get through this. In no more than 90 days I've seen creative agencies shut down, great professionals fired, and strategists struggling to find ways to get out of the crisis. Ifyou want to know the truth, that's what really scares a young creative like myself. 

So I put here my request for all our great leaders: don't give up. We need to figure out a way for our industry. 
Face your blank sheet of paper to give us the opportunity to face ours. 
And since Bernbach taught us that creativity is better when thought with more people, let's do this together.