Our daily routines have shifted drastically over the last decade. From the moment we check our phones in the morning to the LED billboards we pass while driving, we constantly consume a barrage of content. In this landscape, “safe” ideas are no longer enough to move a brand forward.
At ADFEST 2026, Donal Keenan, Chief Operating Officer of D&AD, explored the power of creative bravery and unpacked how work that truly resonates with its audience drives genuine impact for brands.
D&AD is a London-based, non-profit educational charity that celebrates excellence across all forms of commercial creativity. It is best known for the D&AD Pencils, which rank among the most prestigious awards in the global creative and design industry.
Drawing on D&AD’s latest trends and insights, Donal’s talk highlighted several pillars of courageous thinking:
Creative excellence as a business driver
Creative excellence is more than aesthetics or high production value; it is a functional tool that captures the imagination in a world full of distractions. To truly stand out, a brand’s work must outperform the “standard” by being beautifully crafted and thoughtfully formed.
“Creativity is our most powerful tool. Essentially, it drives business. It solves societal challenges. It shapes the world we want to live in,” Donal explained.
He noted that currently, 95% of brands are not considered unique by consumers. To avoid fading into a sea of identical social media feeds, brands must amp up their specific DNA rather than trying to blend in.
The power of controversy
For Donal, bravery often involves taking a definitive stand or telling a “truth” that some might find controversial. He shared case studies of brands that found success through radical honesty, such as Nike’s decision to feature Colin Kaepernick — highlighting his protest against police brutality — and Burger King’s raw, honest portrayal of motherhood.
He emphasized that having a distinct voice builds a level of loyalty that traditional, middle-of-the-road advertising simply cannot reach. “I do believe brands need to be braver and look at ways in terms of how they can differentiate within the market,” Donal said.
Simplicity still wins
Another way brands can cut through the noise is through the “bravery of simplicity.” It takes immense discipline to strip away multiple brand messages and commit to a single, clear point.
A prime example shared was the PENNY “Price Packs” by Serviceplan Germany. In this campaign, the product’s price was used as the dominant design element on the packaging, prioritizing price stability and clarity over traditional branding.
For Donal, this proves that extreme clarity is often the best way to prevent losing an audience to overcomplication.
As content consumption continues to evolve, one thing is clear: the greatest risk a brand can take is not being brave enough to stand out.
adobo Magazine is an official media partner of ADFEST 2026.
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