Persuade Or Else by Venkatagiri Rao (90 minutes)

Advertising has been called "Art In The Service of Capitalism", and for good reason. Over the past century, advertising has borrowed tricks from psychology, communication, art, and storytelling to become a powerful force. It does not just sell products; it shapes desires, influences culture, and even redefines our priorities, often turning us into consumers first and citizens second.

Unlike art, advertising is sharply focused. It has clear goals, understands its audience, and aims to change behavior. In this workshop, we will take a closer look at award winning ad campaigns that address climate issues. Together, we will uncover what makes them so persuasive and explore how the skills and strategies used in advertising can inspire climate focused artists and storytellers.

Venkatagiri Rao has worked in the creative side of the advertising business for over 20 years, as a copywriter, creative director and Chief Creative Officer. Working at global agencies like Ogilvy, Publicis, DDB and VML, he has created award-winning campaigns for brands, both regional and international; while also teaching courses on creativity and copywriting at Miami Ad School, Mumbai. Currently, he is on a break, travelling and studying, hoping to connect the dots between the things that move him - poetry and art, climate change and storytelling. He is a Terra.do alumnus.