A few things that caught my attention in the D&AD Trend Report 2026

Creativity is moving from expression to intervention.

The strongest work isn’t asking, “What should the brand say?”... It’s asking: What can we change, build, challenge or invent?

• Start with observation, not the brief.
• Break category conventions, not just visual patterns.
• Turn constraints into opportunities.
• Make purpose something the business does, not something the brand says.
• Bring creators into the idea, not just the execution.
• Have the courage to make people feel something, think differently or see a familiar challenge in a new way.

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Because the best creative work doesn’t just make brands look better. It changes perceptions, behaviours and ultimately business.

Check the report :
‍https://lnkd.in/ehVBDytE