Safi Graauw, founder and head of Creative Content of These Cavemen, was recently named “Jonge Haan”, has curated images that inspire him to create for Adformatie. Graauw is simply fascinated by the changing society and the fact that brands hardly reach him. He hopes to close that gap. In his words;

“For me, creativity is not just a form of personal expression. Creativity has the characteristic and power to expose social consensus in an unmistakable way. If a creative idea with a social message resonates in the heart of society, creation is not only a success, but the consensus on this subject is a non-negligible truth that goes beyond often sovereign personal preference.”

With these words he implies on the societal role of brands and their products.

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