IF! presents the editorial lines of the seventh edition.

A little less than two months before the seventh edition of IF!, scheduled for 9th-14th November, the Festival of Creativity, organised and promoted by ADCI (Art Directors Club Italiano) and UNA (Aziende della Comunicazione Unite) in partnership with Google, presents the three editorial lines that will animate the festival’s programme of events.

Industry Undistancing! – The current situation has made our industry become even more compact in offering collaborative solutions between the various players. Not only between businesses and agencies, but also between institutions and sectors – from art to technology to cinema – and changing the geography of work, which today has become far more international. Discussion and debate with revolve around methodology, case histories and virtual processes that will relaunch collaborative creativity in communication.

People Undistancing! – The “new normal” is leading to an acceleration of a process that had already begun in part, namely, shortening the gap between people, but also between roles: between ECD and junior creative, between creativity and production, between celebrity and public, between company manager and employee, between school and the workplace. New connections are being conceived and developed that go beyond physical proximity, and creativity can enhance these dimensions.

Purpose Undistancing! –  This traumatic event has led companies to cultivate a more responsible and aware vision of business, closer to people and with nobler objectives in reshaping the world. The result is a shortening of the distance between the commercial requirements and values of a brand/company. We shall discuss how creativity can continue to bring these two spheres ever closer.

The official programme of the Festival offers ten training courses over the first days of the week (from Monday 9th to Thursday 12th), including masters and digital workshops, to then host on the following two days (Friday 13th and Saturday 14th) 33 panels – divided into talks, case histories, lectures, interviews and roundtables – all viewable free of charge in streaming, not to mention the return of IF!’s ‘classic/historical formats’, such as “Ten Uncomfortable Questions”, “Directors’ Battle” and “IF! We Made It”.