Chip Shop Awards: absence makes the heart grow fonder - but will it make us more creative?
The Drum chats to Dipesh Mistry, associate creative director at Brave and chair of the jury for The Chip Shop Awards 2021, about the impact the past year has had on creativity.
While some agencies and creatives are thriving in the mentioned new normal, some have struggled to stay afloat. What lessons can we learn from those who have turned this into a success?
“Absence makes the heart grown fonder,” Dipesh Mistry, associate creative director at Brave, reminds us, “but it also makes creativity stronger. When you have a bit of distance and space, you can mull things over and do it your own pace.”
The advertising industry has, certainly in the past, had a bad reputation for prioritizing speed over welfare. “It has a knack of asking people to work faster and harder. I’m hoping that now we’re all back in our own spaces we can slow things down, which is an important part of the creative process.“
He compares it to the Overnight Test, a practice of taking a time away from your ideas in order to evaluate them more objectively, christened by the late Linds Redding. “You can think of stuff, and then switch off. Take a walk, have a bath – that’s where the best ideas come from, subconsciously.”
Will life after the pandemic help agencies achieve balance? Only time will tell.
Watch the full interview on our YouTube channel. You can also enter The Chip Shop Awards now.