MUMBAI: At Day three of Goafest 2025, Marcel (Paris) chief creative officer & CEO Youri Guerassimov delivered a wake-up call to a packed house, reminding brands that playing safe is a fast-track ticket to irrelevance. His keynote, titled ‘Creativity That Dares to Disrupt’, challenged marketers to ditch comfort and lean into creative bravery.
“Bravery in advertising is about stepping outside comfort zones and challenging norms”, said Guerassimov, adding that brands face an uphill battle for attention with over 6,000 ads bombarding consumers each day. Visibility alone no longer cuts it; what cuts through is conviction.
Citing global studies, he noted that 86 per cent of consumers (Edelman) now expect brands to take a stand on social or environmental issues, and 66 per cent (Accenture) are willing to switch allegiance if companies remain silent. “Fear is temporary”, he warned. “Regret is forever”.
Drawing from iconic campaigns, Guerassimov spotlighted Nike’s controversial Colin Kaepernick ad as a case of calculated defiance and cultural impact. He also praised Volvo for its courage in sharing a safety innovation with rivals—an act that served both purpose and people.
Importantly, he clarified that bravery in branding doesn’t always require provocation. “Bravery can be strategic, design-led, or business-oriented”, he said, showcasing Mcdonald’s minimalist billboard and Marcel’s ‘Inglorious Fruits and Vegetables’ campaign. The latter began as a simple retail concept and grew into a national movement tackling food waste.
Guerassimov also emphasised that bravery lies not in budgets but in belief. Whether it’s a few purposeful words added to a contract or overhauling a store layout to reflect values, real change comes from intent and execution.
He celebrated Patagonia’s headline-making move to donate its profits to climate activism as a prime example of purpose-driven disruption. “Bravery is a strategic tool”, he affirmed. “A superpower to connect with consumers and lead markets”.
Ultimately, Guerassimov urged brands to trust their ideas and act on them decisively. “When you feel a little uncomfortable with your idea, that’s often the sign you’re on the right track”.