POOLSIDE Stage | Saturday | 12:15PM — 12:45PM
It’s not all sunshine and rainbows in our sector. Yes, it’s time we talk about the advertising industry, as part of the broader economic system, that not only accelerates the consumption of resources but also shapes the social perception of value — meaning we don’t just consume, we’re also motivated to consume even more. If the advertising industry has already proven it can manipulate human behavior, perhaps it could shift its focus to manipulation that promotes sustainability instead of accelerating consumption. But is that just a utopia?
Can there even be a paradigm shift while the economic system is driven by profit? Can advertising still sell the illusion of normality while the guillotine of ecological collapse hangs over us? This thought experiment will be led by our own Damir Ciglar — Festival’s Organising Committee Member and founder of Imago Ogilvy and HEARTH agencies — who will steer the conversation with sharp reasoning, critical insights and dig beneath the surface. Alongside him we’ve invited Karla Andrić (Founder, Haiku Comms & Sustainability and Social Impact Strategist, Anti-Greenwashing Advocate, #EUClimatePact Ambassador, Member of IAB Croatia), Ana Brajković (CEO, Circled) and Vinko Filipčić (CEO, Greencajt). They may not find or provide the answers, but at least we’ll ask the questions. And all in a pessimistically optimistic tone — as befits the advertising industry.
