Creative Insight

Analysis of significant creative projects, people and trends

How Hornbach’s playful take on DIY made tools cool again

German store Hornbach has established itself as the cathedral of DIY, with years of tongue-in-cheek advertising that’s appealed to home improvers’ sense of humour. We delve into why it works so well, and what it can teach advertisers about the current mania for purpose

How brands can up their game in the world of esports

Esports have rapidly evolved into a billion dollar industry, but it’s still often deemed the “wild west” for brands. We speak to experts from Copa90 and 72andSunny Amsterdam about why it’s such a complex landscape, and what potential opportunities and pitfalls brands need to look out for

What does it take to design a toy shop?

The days of wandering down the aisles of Toys “R” Us are long gone, replaced by a new breed of shop that’s catering to kids’ digital dependence and need for new experiences. We find out what it takes to make a modern toy store

What’s next for ASMR

The use of ASMR (sound effects that create a deeply immersive experience) by brands and marketers rocketed last year. But is it just a fad or can the trend develop into something more meaningful? Here, Anne-Laure Pingreoun of Alter-Projects argues it can

How to create a playful workplace

There’s more to creating a playful culture than installing ball pits and pool tables. We talk to Franz Blach, MD at IDEO in Munich, about the importance of ‘playing with purpose’

Is it time we hit replay on gaming history?

For nine years, console company Analogue has been helping people rediscover gaming’s past, and highlighting its hugely creative heritage along the way. We met its founder to discuss what makes the history of game play so fascinating, and why it goes far beyond nostalgia

Predictions for a new decade: Naresh Ramchandani

In the final of our articles predicting what the next decade holds for the creative industries, Do The Green Thing co-founder and Pentagram partner Naresh Ramchandani envisions an unexpected turnaround from Trump, the rise of ‘Boomerbook’, and more

Predictions for the new decade: Perry Nightingale

To mark the start of the 2020s, we’ve asked a selection of our regular columnists to offer up some predictions of what lies ahead for the creative industries. Here, creative technologist Perry Nightingale outlines some wildcard moments in tech that may happen this decade

Predictions for a new decade: Anna Higgs

To mark the start of the 2020s, we’ve asked a selection of our regular columnists to offer up predictions of what lies ahead for the creative industries. Here, Facebook Head of Entertainment Anna Higgs looks to cinema history to help foretell the future

The changing state of play

During the 20th century, the concept of play blossomed as its creative and educational benefits were revealed. We talk to Shamita Sharmacharja, co-curator of Play Well, an exhibition at the Wellcome Collection in London, about its evolution

Predictions for a new decade: Patrick Burgoyne

To mark the start of the 2020s, we’ve asked a selection of our regular columnists to offer up predictions of what lies ahead. Here, D&AD CEO Patrick Burgoyne foresees an end to design blandness, and makes a plea for the industry to get serious about climate change

How to nurture new talent

The creative industries can feel bewildering for newcomers, who rely on the wisdom of more experienced practitioners to find their way. Here we explore how to support creatives who are just starting out, from giving constructive criticism to helping people refine their ideas

Predictions for a new decade: Ben Kay

To mark the start of the 2020s, we’ve asked a selection of our regular writers and columnists to offer up some predictions of what lies ahead for the creative industries. Here, our advertising correspondent Ben Kay hopes for a creative renaissance in marketing

Predictions for a new decade: Gem Fletcher

To mark the start of the 2020s, we’ve asked a selection of our regular writers and columnists to offer up some predictions of what lies ahead for the creative industries. Here, art director Gem Fletcher hopes for a revolution in photography

The Year in Music

As society’s tensions with technology and identity continue to rage, figures in the music industry tackled them with an open mind, making 2019 a year of great complexity but even greater creativity