Playing it safe is the riskiest move a brand can make. In today’s culture, audiences crave authenticity, emotion, and tension - and the boldest campaigns are the ones that break through. Mariana O’Kelly, Executive Creative Director at Leo Chicago, explores how brands that embrace discomfort, controversy, and cultural tension are redefining connection in a crowded media landscape. From transforming missteps into cultural moments to using emotional storytelling that sparks conversation, this session reveals why bold thinking isn’t just creative, it’s essential for growth.

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