Gen when? We shouldn’t be put in a box until we’re dead

Labels can be helpful, but has the marketing industry relied too much on the homogenous definition of people? Paul Domenet, Creative Strategic Director at Free The Birds, believes so, saying that advertising's reliance on generational distinctions is doing more harm that good.

When brands try to play in the world of fandom they can often get it wrong, but not IKEA, says Cat Botibol, Managing Director at Studio Secret Cinema, who thinks the furniture brand's foray into Skyrim is a perfect example of playfulness and intelligence.

The judging is done, the debates have been had, and the very best work has risen to the top. Now, we're delighted to reveal the shortlist for this year's shots Awards EMEA.

Nike can claim to dominate sports branding with former athletes like Michael Jordan and Wayne Rooney and current stars such as Erling Haaland and Shelly-Ann Fraser-Pryce all brand ambassadors, but, asks Sam Pittman, Creative Director at Butterfly Cannon, with Kylian Mbappé leaving Nike for relative athletic wear upstart On, are times changing, and is visibility as powerful as distinctiveness?

This week we hear from Rani Zarina Vaz, Managing Partner and Executive Creative Producer at Supreme Music. Here she talks music videos with great choreo, needing more hours in the day, and wanting to be a cartoonist.