In this edition of the pod we discuss the influence of Howard Luck Gossage on modern advertising with guest Johan Gustafsson, Partner at the Swedish creative agency Differ. 

Johan shares insights on Differ's ethos of creating impactful and sustainability-focused campaigns. We explore examples of their work -  'Gotland's Ugliest Lawn' contest, an initiative to conserve water, and 'Sweden's Oldest Spice,' aimed at reducing food waste. 

Johan emphasises the importance of creativity, simplicity, and being open to unconventional ideas in achieving meaningful change. He also discusses the agency's focus on earned media campaigns, their cautious selection of clients, and the broader impact of their work on sustainability.

00:00 Introduction to the Madcap World of Howard Luck Gossage

00:55 Introducing Johan and Differ Agency

01:52 Johan's Journey with Gossage's Work

06:16 The World's Ugliest Lawn Campaign

11:03 Other Notable Campaigns by Differ

21:07 Balancing Sustainability and Creativity

31:12 The Role of Cultural Perceptions in Sustainability

33:11 The Human Element in Advertising and AI

36:55 Closing Thoughts and Takeaways