White Square International Festival of Creativity, globally recognized in the professional community, continues its call for entries. Annually, more than a thousand cases from all over the world are submitted by representatives of creative industries to participate in the contest, which is evaluated at the highest global level by international jury. To inspire representatives of creative industries around the world to submit their best entries for White Square Festival 2025, we are glad to present a series of interviews with members of the White Square Festival jury. Today we have with us Titipun Tubthong, Head of Creative, Brilliant & Million (Publicis Groupe Thailand), Thailand. Titipun Tubthong is redefining advertising by seamlessly integrating technology into creativity. His expertise in AI, digital innovation, and social media transformation has driven groundbreaking campaigns that blend tech with cultural relevance. He has collaborated with top brands like KFC, Nestlé, Mondelez, Visa, and PepsiCo, securing major accounts and pioneering high-impact campaigns. He pushes the boundaries of what’s possible in advertising. He has led AI training across creative disciplines, ensuring brands stay ahead in an evolving digital landscape. Beyond his campaigns, Titipun is a thought leader in AI and creative technology, frequently speaking at industry events and serving as a juror for top awards like Cannes Lions and Dubai Lynx. As a 2024 Campaign 40 Under 40 honoree, he continues to shape the future of advertising—where tech fuels creativity without limits.

When did your journey in the creative industry begin? What inspired you to choose this career? Are there any stories or moments in your career that have had the greatest impact on your professional growth?

My journey in the creative industry began over 15 years ago, but if I’m being honest, the spark was ignited long before that—when I first realized that technology wasn’t just a tool but a canvas. I didn’t choose this career; it chose me the moment I saw the endless possibilities of blending art, data, and tech to tell stories that move people. One of the most defining moments in my career was seeing an idea turn into a cultural phenomenon—when a simple social campaign for KFC’s Chicken Skin Petition exploded into a movement, driven by real consumer passion. It was a testament to the power of digital conversations and how tech can amplify creativity in ways we never imagined. But the biggest shift? Embracing AI not just as an efficiency tool but as a creative collaborator. From streamlining workflows to unlocking new forms of expression, AI has redefined how I see creativity. The industry constantly evolves, and so do I—driven by curiosity, experimentation, and the belief that the best ideas live at the intersection of technology and human emotion.

Your projects have been highly appreciated at prestigious international festivals of creativity. Which of your projects do you consider to be the most successful and why?

Success, to me, isn’t just about awards—it’s about impact. If I had to pick one project that embodies this, it would be “KFC’s Social Petition”. What started as a social conversation turned into a full-scale movement, driven entirely by consumer passion. In just seven days, the product sold out, and the campaign generated over 30,000 organic comments—proof that when creativity taps into real desires, it becomes unstoppable.
 Another project that stands out is “Lay’s Smile Your Way”, how we’ve integrated AI into the creative process, not just as a tool but as a co-creator. From automating workflows to enhancing storytelling, AI has allowed us to push creative boundaries while staying culturally relevant. It’s a game-changer, not just for one campaign but for the future of advertising itself. Ultimately, the most successful projects aren’t just the ones that win trophies—they’re the ones that reshape the way we think, engage, and create.

In your opinion, how do the participation and winning of creativity festivals influence agencies and representatives of the creative industry? What additional aspects, such as reputation enhancement, professional networking and inspiration for new ideas, can be crucial in this process?

Creativity festivals are more than just competitions—they are catalysts for growth, inspiration, and transformation. Winning is, of course, a powerful validation, but the real value lies in what happens beyond the trophies. For agencies, recognition on a global stage elevates not just reputation but also credibility, opening doors to bigger opportunities, more ambitious projects, and the ability to attract top talent. It’s a signal to clients that they’re working with teams that push boundaries, challenge norms, and create work that resonates on a cultural level. For individuals, these festivals are creative fuel—a space to exchange ideas, absorb new perspectives, and be inspired by the best minds in the industry. The conversations, the behind-the-scenes insights, and the relationships built in these spaces often spark the next breakthrough idea. But most importantly, these festivals remind us why we do what we do. They challenge us to evolve, adapt, and redefine what creativity means in an ever-changing world. Winning is great—but the true reward is being part of a community that constantly raises the bar for what’s possible.

You have a high professional expertise in the field of creativity and experience of being a jury member of many international festivals, and this year you will be evaluating the entries of White Square Festival. What evaluation criteria are the most important for you? What new ideas would you like to see in the entries of White Square Festival?

Judging a creativity festival isn’t just about picking winners—it’s about recognizing work that moves the industry forward. At White Square Festival, I’ll be looking for ideas that don’t just follow trends but create new ones—ideas that spark conversations, shift perspectives, and leave a lasting impact. The most important criteria for me are: - Originality & Boldness – Does the idea challenge conventions? Does it take risks? I’m looking for work that surprises, provokes, and makes people feel something unexpected. - Tech & Creativity Integration – How well does the campaign leverage technology, not just as a tool but as an enabler of creativity? Whether it’s AI, immersive storytelling, or interactive experiences, I want to see tech used in ways that make ideas more engaging and meaningful. - Cultural Relevance & Human Insight – The best ideas are those that connect deeply with people. Does the work reflect real human behaviors, emotions, and cultural shifts? The strongest campaigns tap into universal truths while staying fresh and relevant. - Execution & Impact – A great idea is only as good as how it’s brought to life. Does the execution match the ambition of the concept? And beyond aesthetics—did it drive real change, action, or conversation? As for what I’d love to see? New storytelling formats, AI-powered creativity, and unexpected brand collaborations that push the industry beyond traditional boundaries. The best work doesn’t just advertise—it reshapes the way we see the world.

How do you approach the creation of new ideas and projects? Do you have any certain methodologies, techniques, or lifehacks that you use while working with your team? Can you highlight the key factors that help you create effective projects and build long-term relationships with the brands' target audience?

Creativity isn’t a spark—it’s a process. While inspiration can come from anywhere, I believe in structured chaos—a balance between intuition and strategy, spontaneity and systems. Here’s how I approach idea generation and execution with my team: 1. Tech + Culture + Human Insight Great ideas live at the intersection of these three elements. We start by diving deep into cultural shifts, consumer behaviors, and emerging tech trends—then connect them to real human emotions. This ensures our ideas are not just creative but relevant and resonant. 2. AI as a Creative Partner, Not Just a Tool We embrace AI to enhance, not replace creativity. From AI-assisted brainstorming to rapid prototyping, it helps us explore multiple possibilities faster, freeing up time for deeper storytelling and innovation. The key is knowing when to let AI generate and when human intuition refines. 3. ‘Reverse Briefing’—Start with the Reaction Instead of asking, What should we say?, we ask, What reaction do we want? Whether it’s laughter, shock, or action, we reverse-engineer ideas from the audience's response to ensure emotional impact. 4. Real-Time Testing & Iteration We don’t wait for the ‘perfect’ idea—we prototype fast. Whether it’s testing formats on social, gauging early audience reactions, or leveraging data to refine messaging, iteration is key to staying agile and effective. 5. Build Brand Love, Not Just Awareness People don’t just buy products; they buy into beliefs, stories, and experiences. Long-term engagement happens when a brand becomes part of a consumer’s culture, identity, or everyday rituals. That’s why we focus on campaigns that create community and conversation—not just ads. Ultimately, the best ideas don’t just sell—they connect, evolve, and become part of culture. That’s the mindset we bring to every project.

What new trends and tendencies do you think will be actively seen in the field of marketing and communications in 2025? In your opinion, what innovative approaches and strategies will be able to attract consumers' attention and create a sustainable connection with brands? Are there any examples of companies in your country that are already implementing such tools and can be a reference point for others?

Marketing & Communication Trends for 2025 The future of marketing isn’t just about reaching consumers—it’s about earning their attention, trust, and participation. In 2025, we’ll see brands move beyond traditional engagement to create immersive, AI-powered, and culturally embedded experiences. Here’s what to expect: 

1. AI-Driven Creativity & Hyper-Personalization AI will go beyond automation and become a true creative collaborator. From AI-generated visuals to real-time, context-aware content, brands will leverage machine learning to craft ultra-personalized storytelling at scale. The challenge? Maintaining a balance between AI efficiency and human emotional depth. Example: Some Thai brands are already experimenting with AI-powered campaigns, such as AI-generated influencers and hyper-localized ad creatives tailored to micro-communities. 

2. ‘Playable’ Brand Experiences The shift from passive content consumption to interactive and gamified brand experiences will accelerate. Expect more brands to use AI, AR, and Web3 elements to create ‘playable’ campaigns that drive participation instead of just views. Example: KFC Thailand has tapped into interactive storytelling by using social media as a ‘choose-your-own-adventure’ experience, making audiences feel like part of the brand’s world. 

3. The Rise of ‘Quiet Influence’—Community-First Branding Instead of big, loud campaigns, brands will focus on niche, community-driven conversations. Consumers trust real people more than ads, so expect a rise in co-created brand stories, social commerce powered by micro-KOLs, and value-driven engagement. Example: Many Thai brands are tapping into LINE communities and TikTok Shop, where everyday consumers drive product discovery through authentic storytelling. 

4. Culture-Embedded Marketing (‘Brand in Culture’ Strategy) Consumers want brands that don’t just advertise but become part of cultural moments, movements, and rituals. The best marketing in 2025 won’t feel like marketing—it will feel like culture. Example: Thai energy drink brands like Sting have evolved from traditional advertising to cultural activation—creating music collaborations, sports challenges, and social stunts that organically embed the brand into lifestyles. 

5. Ethical AI & Sustainability Messaging With AI becoming a bigger part of marketing, brands will need to prove their ethical stance on AI, data privacy, and sustainability. Consumers are more aware than ever, and transparency will be key to building long-term trust. Example: Sustainability-driven brands like Nestlé Thailand are leveraging digital platforms to educate consumers on responsible consumption, using content that blends tech, storytelling, and purpose. The Future? More Participation, Less Interruption. Marketing in 2025 will be about earning engagement, not forcing exposure. The best brands will be the ones that create experiences, invite participation, and seamlessly integrate into people's lives.

What are your hobbies and passions that fill your life with inspiration? Do you have any special books, movies, music or travels that form your creativity and influence your approach to work? How do you integrate these hobbies and inspiration into your daily practice to create something unique and memorable?

Creativity doesn’t just happen at a desk—it’s shaped by everything we experience. My inspirations come from art, technology, and culture, all blending into how I approach work and ideas. Hobbies & Passions That Fuel My Creativity 

• Art & Design: I see creativity as an evolving canvas. Whether it's exploring digital art, street murals, or toy design, I love how visuals can tell stories beyond words. This passion led to Flipped Kids the Fox, my art toy that embodies shifting perspectives—something I bring into my work, always looking for new angles to engage audiences. 
• AI & Emerging Tech: I’m fascinated by how technology extends creative possibilities. Experimenting with AI in art and storytelling has shaped the way I integrate AI into advertising, making content more dynamic, personalized, and engaging. 
• Music & Film: I believe sound and visuals have the power to transform emotions. Whether it’s the raw storytelling of Christopher Nolan films or the immersive world-building in anime, these influences inspire how I craft experiences that pull people in and make them feel something. 
• Travel & Culture: Seeing the world through different lenses constantly sparks new ideas. Whether it’s Tokyo’s hyper-modern digital culture or Bangkok’s street food chaos, I find inspiration in the way people interact with their environments, which helps me design campaigns that truly connect with human behavior. 

Bringing It Into Work I integrate these influences into my daily creative process in three ways: 

• Blending unexpected elements – Mixing AI with traditional storytelling, merging art with commerce, or using gamification in advertising. 
• Tapping into human emotion – Whether through nostalgia, humor, or cultural insight, I make sure campaigns aren’t just ‘seen’ but truly ‘felt.’ 
• Experimenting & iterating – Just like an artist sketches before finalizing a piece, I encourage my team to prototype ideas, test in real-time, and evolve campaigns dynamically. At the end of the day, creativity is a lifestyle, not just a job. The more we immerse ourselves in what excites us, the more we can create work that excites others.

What would you like to wish to your colleagues, participants of White Square Festival 2025?

To all the brilliant minds at White Square Festival 2025 — I wish you the courage to break the rules, the curiosity to explore the unknown, and the passion to create work that truly moves people. May your ideas not just compete but challenge norms, spark conversations, and leave a lasting impact. Keep pushing boundaries, keep blending creativity with innovation, and most importantly—keep having fun with it. Because the best ideas don’t just come from strategy; they come from play, risk, and bold imagination. Here’s to a festival filled with inspiration, unexpected brilliance, and creativity that shapes the future. Let’s make 2025 a year where ideas don’t just win—but redefine what’s possible.

The Jury of White Square Festival Jury is being actively formed and will be announced in March, but their participation has already been confirmed by the brightest people with invaluable experience in judging prestigious international creativity festivals and numerous awards around the world, representatives from more than 35 countries.

To submit your entries, go to the White Square Festival's official website and choose from 247 nominations covering the entire spectrum of the communications industry. Discounted entry fees are available until March 3, 2025. The final deadline for entries is April 28, 2025.