The Advertising Academy needed to revitalize its relevance during a time of generational change. Faced with the challenge of connecting with new voices without losing its legacy, the objective was clear: to reposition the institution as a vibrant, inclusive, and purposeful space. Because talking about advertising isn't about the past, but about the future of a profession that continues to shape culture.

At identty, we proposed a profound and emotional perspective, one that celebrates the essence of this industry: the ideas that unite us. We created a campaign for those who came before, those who are now, and those who will come after. A campaign that doesn't seek to boast about creativity, but rather to restore it to its rightful place. Because what matters isn't the Academy, but what justifies it: good advertising.

We built a powerful and flexible concept: “Yours, ours, everyone’s.” We did so with respect for established figures and openness to new talent. We created a multi-channel manifesto with pieces for TV spots, radio spots, email campaigns, social media, and editorial content. The narrative is based on truths shared by the entire profession, with knowing winks that reinforce the sense of belonging and mission.

This statement resonates with everyone involved in advertising, whether they are creatives, planners, illustrators, producers, or advertisers. The Academy thus presents itself as a common, inclusive, and open space: for everyone, by everyone.

With this action, the Advertising Academy not only celebrates its legacy, but also opens the door to those who today want to inspire and be inspired.

We didn't run a campaign to sell advertising. We ran a campaign that defends it, honors it, and puts it in the hands of future generations.