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Source: adobo Magazine

BANGKOK, THAILAND – At the Adman Awards & Symposium in Bangkok, Kentaro Kimura, International Chief Creative Officer, Corporate Officer, Hakuhodo International talked about “Future Creativity: Should We Be Envious?” He broke down what future-ready creativity actually demands — drawing from two years inside the Cannes Lions Titanium jury room.

He began with a blunt question: “When have you felt real envy in this industry?” For him, it was Cannes 2004 — a moment that triggered a deliberate effort to sharpen his thinking and standards, “This young guy with a tank top, full of passion, is probably me.” Eventually leading to four stints as a Cannes jury member.

From this vantage point, he outlined five keys shaping the next era of creativity:

1. Wish for Change — Game-changing ideas aren’t just clever; they respond to deep, long-term human desires. Work that activates a real movement — industry-wide or cultural — stands out.

2. New Trust — With misinformation rising, traditional brand–consumer trust models are eroding. Future creative effectiveness will depend on rebuilding trust through transparency, credibility, and proof.

3. Legacy Asset — Brands must use their historical strengths, data, and cultural equity as strategic assets — not just nostalgia.

4. The Norm in 10 Years — Titanium-level ideas anticipate shifts before they mainstream. The question: Will this idea still matter when today’s emerging behaviors become default?

5. Human-Driven Craft — Technology accelerates execution, but the work that wins still demonstrates human intention, judgment, and restraint.

Kentaro’s overarching point: Future creativity is about relevance, credibility, and impact shaped by long-term human behavior.

Kentaro’s framework, forged in the intense scrutiny of the Titanium jury room, offers more than just trend-spotting; it presents a strategic blueprint for creative longevity. The shift isn’t merely about adopting new technology, but about deepening human connection and credibility. Future-ready work must be audacious enough to trigger a Wish for Change, responsible enough to earn New Trust, and insightful enough to define The Norm in 10 Years.

Ultimately, the envy Kentaro felt in 2004 — the powerful recognition of an idea that fundamentally shifts the industry — is the feeling future creatives must aim to inspire. The true measure of creativity isn’t temporary buzz; it’s the lasting impact built on strategic Legacy Assets and meticulous Human-Driven Craft. By meeting these five demands, the industry can move beyond mere cleverness to create work that is not only celebrated today but remains relevant for the decade to come.
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https://www.adobomagazine.com/featured/kentaro-kimura-shares-five-pillars-of-future-creativity-at-the-adman-symposium-2025/