We are all emotional animals. Emotions drive every decision we make, including how much we notice and remember advertising, therefore how effective it is. In this session, Barney Worfolk-Smith of DAIVID will break down why emotions make ads work and how DAIVID uses AI to capture and codify their 'DAIVID 39' classification of emotions. He'll bring this to life with a case study of how they emotionally mapped the beauty sector on TikTok for Shiseido, identifying untapped emotional areas to reveal a data led creative strategy for growth. Also, why he thinks emotions are like birds!