In an industry overwhelmed by dashboards, formats, and KPIs, it’s easy to forget the simplest truth: people should be the brief. This Human+ session brings together Pop and Big to explore how marketing drifted away from real human behaviour, and how to bring it back.

Pop reveals how over-optimization pushed humanity out of brand-building, creating work that is seen but not felt. He explains why real effectiveness begins when strategy returns to people’s lives, emotions, and everyday behaviours, the places where meaning actually forms.

Big then brings the creative counterpart. He shows how PLAYVERTISING transforms those human truths into ideas that spark connection, surprise, and cultural impact. Through emotional twists, playful reframing, and small human rewards, he demonstrates how play unlocks angles strategy alone can’t reach.

Together, they present a modern Human+ equation: strategy rooted in meaning + creativity rooted in play. Delegates will leave with practical ways to re-humanise their process, reconnect with real people, and build work that feels alive, relevant, and emotionally grounded.

This is a session about making people the brief again, and why the future of Human+ creativity depends on it.

#HumanPlus #Playvertising #MakePeopleTheBrief #FeltNotJustSeen #PeopleOverPixels