Staff Reporters
Sep 30, 2019

Spikes Asia 2019: Mining your 'emotional data'

WATCH: Josy Paul says in noise of data and research, creatives must remember to dig deep within for inspiration.

Josy Paul, chairman of BBDO India, says data may be important, but when looking to inspire others, there's no better place to look than the emotional truths deep within yourself. 

Earlier in the day, on stage at Spikes Asia, Paul spoke about how creatives should not allow themselves to be completely distracted by external noise and inputs in a world full of data and research.

Just as important, he argues, is the need to dig deep, to tap one’s own inner feelings and experiences, which more often than not will be relatable and human to everyone else.   

To make this source of inspiration more palatable to strategists, Paul packaged them up in terms more relatable to the industry lingo of today. One’s inner feelings, he called ‘emotional data.’ 

To Paul, the promise of AI lies in the ‘Artist Inside’ who can move from ‘insight’ toward ‘incite’- starting movement that others can relate to and participate in.

Along the way, Paul shared his own story about how he incited a ‘monument of sound’ based on his gut emotions to mark the anniversary of the Taj hotel terrorist bombing in Mumbai because the traditional print ad he was asked to write simply was not inspiring.

He also shared advertising examples of real emotionally inspired work, including Ariel’s ‘Share the Load’, Visa’s ‘Saree School’ and Mumbai Mirror’s ‘I Am Mumbai’ campaign.  

Source:
Campaign Asia

Related Articles

Just Published

10 hours ago

Campaign roundup: Week of 12 May

The latest ad films and campaigns from brands like Kingston Technology, Blum India, Hindustan Coca-Cola Beverages (HCCB), Hershey India, Lux Cozi, and more, in our weekly roundup.

16 hours ago

Brand campaigns celebrate values associated with ...

From menopause awareness to role reversals to mealtime shifts—brand campaigns highlight meaningful stories on Mother's Day 2025.

16 hours ago

Moves and wins roundup: Week of 12 May

Our weekly roundup of the latest appointments and account wins news from Madison Media Alpha, EndemolShine India, Mediascope, Primex Media Services, and many more.

19 hours ago

Striking a balance between design discipline and ...

In a world full of sameness, the most memorable brands are the ones that take creative risks while staying true to who they are, opines SummerOwl Studio's founder and creative director.