We’re on the flipping point between gut and science

It seems like analytical thinking is taking over the world of advertising and creativity. But is the logical thing always the best thing to do? Nina de Ridder and João Inácio, Associate Creative Directors from Dept agency contacted the best creative teams in the world and looked at some campaigns to find answers and make sense of it all.

One of the most famous ads ever which changed the agency – the Volkswagen Beetle – was not a result of deep research but rather a creative risk. Fast forward to today, some of the most awarded cases are made using modern technology and data, for example, Meet Graham. Is it a tie then?

''The same chemicals the gut makes, your brain makes. The gut doesn't have the ability to doubt itself, and that is some powerful stuff,'' said Joao.

Nina added: ''Be mindful about the science and dig deep. Some data can be right, and some data can be wrong. You can start your case with science, and sell the idea using gut. After all, intuition rules creativity.''