Why handicrafts nonetheless play a job after Covid-19

"Craft is about creativity, it's about a strong idea. It's about doing something invisible that surprises you," says Jaki Jo Hannan, producer at adam & eveDBB.

“For me, it's about showing you that you care. It's like inviting yourself into people's lives and saying,“ I did this thing for you and I hope you like it. ”This corresponds to a well-wrapped gift, ”adds Laurent Simon, CCO at VMYL & R.

For Daniel Kleinman, the legendary advertising director and co-founder of the production company Rattling Stick, creating something visually beautiful, appealing and exciting can be found in every part of the ad design, from the director to the cloakroom department, from the art department to the editors. "All of these things are handcrafted, they are specialist knowledge that people have and have honed, ”he says. "Whatever the job, it's about doing it better than reading the page and doing something that everyone is proud of."

While craft is a relatively subjective idea, it is clear that its presence is essential to creating advertising that matters. So what if a global pandemic completely changes the way the advertising world works? Can craft be a priority as we adjust to this “new normal” with severe restrictions on work practices, smaller teams and tight budgets? Here Hannan, Simon and Kleinman discuss what it was like to adapt to these challenges and why they always protect the craft in advertising.

Pint Block # 54, Tickle for Think, VMLY & R.

"Covid has changed the way we work, our way of working, our culture and the way we live together," says Simon, who has been with VMYL & R for over a year. "We now have to make the right call on a lot of things, but this is more difficult as we are no longer concerned with making informed decisions, it is appreciated." A large part of what we do as a partner to our customers is helping them find their way around. "