Our Creative Partner Was Interviewed in Shots

At Don’t Panic, our risk-taking extends far beyond not sniffing the office milk when we make a cup of tea. We’re renowned for our purpose-led work that gets people talking by taking calculated creative risks, which is exactly why our Creative Partner, Rick Dodds, was interviewed by Shots, alongside other leading creatives from the US and the Middle East.

Focusing on the integration of brand activism and purpose, Rick discussed how we’ve cracked the code on crafting authentic campaigns that engage audiences no matter what. The secret to this is ignoring the fallacy that purpose-driven work needs to be blandly sincere. Rick put it best when he explained, “You can stand for something and still be funny, interesting, exciting; your stance will still count and connect.”

This serves as a lesson for large brands, who don’t need to shy away from taking a stand on an issue out of fear of criticism or ridicule - they just need to go about it the right way. And what way would that be exactly? Well, you can find out by chatting to Rick and the rest of the Don’t Panic team about how to craft a purpose-led campaign of your own!