This session brings together agency leaders behind campaigns that captured attention and shifted perception to explore what makes work genuinely provocative and how bravery, cultural insight, and strategic risk-taking can elevate a brand’s relevance and impact.

‍

Hosted as a live panel discussion, this session will unpack:

• What makes a campaign truly provocative - and when it crosses the line.

• How to embed cultural insight into your creative process.

• Balancing risk, timing, and sensitivity in bold ideas.

• The role of PR and earned media in amplifying culture-shaping campaigns.

• Real examples of work that sparked conversation and delivered commercial success.

‍

Attendees will leave with a clearer sense of how to challenge conventions, back brave ideas, and create campaigns that capture attention for the right reasons.

If you’re a creative, brand, or communications professional looking to push boundaries in 2026, this event will give you inspiration and actionable takeaways for making work that connects with audiences and culture alike.

‍