MUMBAI: On the final day of Goafest 2025 therwe was a keynote address by Youri Guerassimov, Chief Creative Officer and CEO, Marcel France on ‘Creativity That Dares to Disrupt’. The keynote was presented by YouTube under the theme IGNITE BRAVERY.
Guerassimov urged brands to embrace discomfort and push boundaries. He emphasised that with consumers bombarded by over 6,000 ads daily, visibility alone no longer cuts it—what truly matters is courage. Drawing from data, Guerassimov highlighted that 86% of consumers expect brands to take a stand on social or environmental issues, and 66% would switch allegiance if companies remain silent.
Citing bold campaigns like Nike’s Colin Kaepernick ad and Volvo’s safety innovation, he showed how bravery—whether activist, strategic, or design-led—sets brands apart. From McDonald’s minimalist billboard to Marcel’s ‘Inglorious Fruits and Vegetables’ turning an in-store idea into a movement, he illustrated that real impact often stems from simplicity and intent.
Guerassimov concluded that bravery isn’t about budgets—it’s a mindset. In advertising, ‘being a little uncomfortable’ often signals you are on the right path. Fear, he said, is temporary; regret lasts far longer.
