MAD//FEST 2025
Big Ideas, Real Emotion & the Power of Confidence
Liam (Art Director) and Zoe (Paid Media Executive) headed into Day 1 of MAD//Fest, navigating the heat, the crowds, and the uniquely humid chaos that is central London in July — all for a day packed with fresh thinking, standout speakers, and smart conversations on where creativity is heading.
And it was worth it.
From playful campaigns to sound science, consent banners to cultural branding, what stood out wasn’t just the scale of the ideas — but how deeply rooted they were in human behaviour. Here’s what we’re taking back to the studio — the insights we’ll be thinking about long after the lanyards are tucked away.
1. Audio is Your Brand’s Secret Weapon
Sound isn’t filler – it’s a force. Up to 30% of purchase decisions come from audio recall, yet brands still treat music like a last-minute stock choice. We saw how unexpected tracks (shoutout to KFC’s epic orchestral remix) leave an emotional fingerprint. Bonus nugget: Nostalgia sells. If your audience loved it at 18, it’s already rent-free in their heads.
2. “Be Less Boring” Doesn’t Mean Be Loud
Motorway is an online platform that helps people sell their cars quickly and easily – not exactly the most glamorous brief. Selling a used car is traditionally seen as boring, stressful, and opaque, often associated with time-wasting, price haggling, and a general sense of dread.
But Motorway flipped the script. Instead of trying to be quirky or overly disruptive, they focused on removing pain points and building a clear, emotionally resonant journey. Their marketing didn’t just explain the service – it reframed the experience.
3. Confidence Cuts Through (Thanks, Richard Ayoade)
Ads are at their best when they stop pretending to be relatable and just commit to being brilliant. Richard Ayoade put it perfectly: “Don’t try to be authentic if you’re not. Just be proud of what you’ve made.”
People feel when something’s been made with belief. If you’re over-explaining, you’ve already lost them.
4. Humour Isn’t Dead (It’s Just Been in a Meeting)
HARIBO’s legendary “kids’ voices” campaign proves it – funny still works. It cuts across countries, cultures, and channels. And it’s not wackiness for the sake of it. It’s charming, surprising, and deeply human. Plus, they used the same script globally. Kids did the heavy lifting. Genius.
5. Trust is the New Currency
Usercentrics made a surprisingly compelling case for… cookie banners. Turns out that first click matters a lot. People are happy to share data – if they trust you. Branded consent banners, clear language, and honesty about value go a long way. “We’ll personalise your experience” beats “ACCEPT ALL” every time.
