At this year’s Slovenian Advertising Festival (SOF), one of the keynote speakers was Fabrice Plazolles, Executive Creative Director at Havas Play. His presentation was not merely a lesson in advertising, but a profound insight into how creativity can bridge distances, solve social challenges, and shape public opinion.
Plazolles’ philosophy is based on a simple yet powerful principle: technology is only a tool, while the heart of every campaign must be a strong idea. In a world where consumers are saturated with advertising messages, Plazolles advocates a shift from traditional advertising to entertainment. Brands can no longer interrupt the content people enjoy watching; they must become the content people actually want to engage with. His goal is to build communities where brands connect with people’s passions – whether through video games, sports, or music.
A significant part of his presentation was dedicated to the world’s biggest sporting event. Through video highlights and behind-the-scenes stories, Plazolles demonstrated how the Paris 2024 Olympic Games gradually transformed an initially divided public, low levels of trust, and widespread skepticism into a sense of unity, pride, and belonging.
Through collaboration between organizers, public institutions, brands such as LVMH, and athletes, they proved that the most ambitious projects are sustained by the best ideas – those capable of bringing people together and creating unforgettable experiences. Rather than focusing solely on logistics, they concentrated on emotions and on involving all residents in the event.
He particularly emphasized that the Olympic Games were not built only in stadiums, but in the very heart of the city. “It was important to be in the city – the entire city became the stadium,” said Plazolles, highlighting how this approach created an extraordinary atmosphere for both visitors and athletes. The opening ceremony on the Seine and competitions held beneath the Eiffel Tower demonstrated that a brand – in this case, Paris and the Olympic movement – achieves its greatest impact when it becomes an inseparable part of everyday life and culture.
