The final day of Goafest 2025 started with Youri Guerassimov, CCO and CEO Marcel (Paris), delivering a keynote on 'Creativity that dares to disrupt'.

His talk was a clarion call for bravery in advertising, urging brands to transcend conventional boundaries and embrace bold, meaningful narratives. 

“Bravery in advertising is about stepping outside comfort zones and challenging norms,” Guerassimov asserted, highlighting the necessity for brands to resonate authentically in an era where consumers are inundated with over 6,000 ads daily. 

He underscored that mere visibility is insufficient; instead, brands must cultivate courageous and culturally relevant messages.

Citing a study by Edelman, Guerassimov noted that 86% of consumers expect brands to take a stand on social or environmental issues, while an Accenture report revealed that 66% would switch brands if companies remain silent on core values. “Playing it safe doesn’t guarantee success - it guarantees invisibility,” he warned.

Guerassimov then went on to share campaigns he feels exemplify the bravery he is talking about. 

Nike’s ‘Dream Crazy’ campaign

Guerassimov lauded Nike’s decision to feature Colin Kaepernick, stating, “It exemplified bravery, embracing controversy for a strong message.”

The campaign underscored the brand’s commitment to social justice, despite potential backlash.

Volvo’s E.V.A. initiative

Highlighting inclusivity in safety, Volvo shared its safety research data to benefit all automakers and consumers. “Volvo showed bravery by sharing a safety innovation to benefit all,” Guerassimov remarked.

McDonald’s minimalist outdoor ads

Emphasising the power of simplicity, McDonald’s stripped its messaging to the bare minimum. “Simplicity can also be powerful,” Guerassimov noted, referencing the campaign’s massive impact.

Intermarché’s ‘Inglorious Fruits and Vegetables’

Transforming a small retail idea into a national movement, this campaign celebrated imperfect produce. “True bravery sometimes means doing the hard work yourself - from store displays to legal logistics,” Guerassimov shared.

Axa's ‘Three Words’ campaign

By adding 'and domestic violence' to its home insurance policies, Axa took a stand against domestic abuse. “Even small changes like this one done by the insurance company can reflect brand values meaningfully,” Guerassimov highlighted.

Burger King’s 'Moldy Whopper'

Challenging industry norms, Burger King showcased its Whopper decomposing to highlight the absence of artificial preservatives. “Bravery isn’t always about activism - it can be strategic,” Guerassimov explained.

Orange’s deepfake women’s football ad

Using deepfake technology, Orange revealed that impressive football feats attributed to male players were performed by female athletes, challenging gender biases. “A campaign’s impact can go beyond sales - it can become embedded in culture and language,” Guerassimov stated.

Guerassimov concluded with a powerful message. He said, “Bravery is not about budget or resources - it’s about belief, intent, and action.” He urged brands to harness bravery as a strategic tool - a superpower to connect with consumers and lead the market. 

“Fear is temporary; regret is forever,” he reminded the audience. 

Also read:

An idea that’s not good for the business is not a good idea: Youri Guerassimov