Why do we work in advertising and communications? Why do we care about it? Why does any of it matter?

Jessica Stanley and Victoria Hannan are at Cannes Lions to find out. 

Additional photography by Andrew Braithwaite.

A Nextness project.

• ABOUT WHY?

• Do you ever take a look at your work and wonder: “why am I doing this?”

  You’ll have seen the quotes. From Banksy, to Facebook founders, people are lamenting the loss of great strategic minds and creative talents to the task of working out how to make someone click a banner or buy a sports drink. Do not go into advertising, they warn. Working in communications is a far cry from our old dreams of being an artist or changing the world.

  Of course, sometimes we get lucky. We have bold and thoughtful clients. We work among energising and talented colleagues, on inspiring campaigns, at agencies that really want to make a difference.

  But we’ve all had those moments. Sitting in meetings debating the use of ‘scrumptious’ over ‘delicious’ in body copy no one’s ever going to read, trawling through stock image libraries, poring over ridiculous briefs, struggling to make our ideas a reality.

  So why, then?

  Why do we do what we do? Why do we care about it? Why does any of it matter?

  Jessica Stanley and Victoria Hannan will be at Cannes Lions to find out. 

  With special thanks to Andrew Braithwaite for portraits of Australian participants. 

  Contact us: @STWnextness | email.