MANILA, PHILIPPINES – When people set out to create something, they often seek a calm and controlled environment, hoping for a perfect outcome. However, chaos is a part of life. Rather than seeing it as a bummer, it can be transformed into a source of creativity, just as MullenLowe Singapore Executive Creative Director Daniel Kee demonstrated.
During his talk at CreativeFest 2025 held at The Fifth at Rockwell in Makati City on May 9, 2025, Daniel shared a personal experience — coming home to find debris on his kitchen floor and a hole in his ceiling due to renovations by his upstairs neighbors. While most people would see this as a misfortune, he used it as a metaphor for the unpredictability of life.
“The whole point of this is, in the midst of chaos, there’s also opportunity,” Daniel said.
Thriving in the midst of problem
He later cited Lisbon as an example. In 1755, the city was struck by a devastating earthquake, followed by fire and a tsunami, resulting in widespread destruction.
In response, the Portuguese came up with innovative solutions. They drove wooden pilings deep into the soft ground to stabilize the city’s foundation, and rebuilt buildings designed to withstand future earthquakes. This approach turned a disaster into an opportunity for lasting stability, providing a foundation for future growth.
Just like Lisbon, the creative industry thrives on constraints. It’s the restrictions and limitations that push creatives to innovate and rethink how to solve problems. Instead of avoiding chaos, they should embrace it — finding strength and stability in the midst of uncertainty.
Using creativity as the best tool against chaos
For the first part of his talk, Daniel shared an example video demonstrating how to use creativity to combat chaos.
In 2014, the people of Wunsiedel, Germany, came up with a unique approach to counter the annual neo-Nazi march that had plagued their town for years.
Although locals had previously avoided these gatherings, in November of that year, they came together to cheer for the neo-Nazis — but with a twist. For every meter the marchers took, local businesses and residents donated 10 euros to EXIT Germany, a non-governmental organization dedicated to getting rid of the neo-Nazi movement.
This creative tactic left the marchers with two choices — either continue their march and raise money against their own cause, or stop entirely. In the end, the neo-Nazis chose the former, ultimately raising over 10,000 euros for the organization committed to their downfall.
Finding purpose in chaos
It’s not just about surviving chaos, but also leveraging it to create, as destruction can be a catalyst for innovation. Daniel also noted that when people shy away from you because of your unconventional ideas, you should embrace it.
Chaos can also spark outrage and shock, but these intense reactions can force others to rethink their assumptions. Raw and unfiltered responses can be a powerful way to communicate a message.
In the end, chaos is something that shouldn’t be feared, but accepted. While it takes away comfort, it forces us to rethink what we know, and it’s in these moments that creativity and big ideas are born. It’s also a chance to rebuild, redefine, and reimagine what’s possible.
adobo Magazine is the official media partner of CreativeFest 2025 and the 17th Kidlat Awards.
