WHAT IF THE REAL RISK WAS TAKING NONE AT ALL ?

In times of uncertainty, the instinct is to play it safe. To hold onto familiar strategies, stick with what worked before, and avoid making waves. But history—and business reality—tell a different story. The brands that truly stand out are those that dare to be bold when others retreat.

THE COST OF NOT DISRUPTING.

As the video below illustrates, there’s a hidden danger in caution. When brands choose safety over boldness, they don’t just avoid risk—they create a new one: the risk of irrelevance. In a fast-changing world, standing still is not neutral—it’s moving backward. Playing it safe may feel like the responsible choice, but it’s the fastest route to being forgotten.

CREATIVITY THRIVES IN CONSTRAINT.

Periods of economic, political, or technological upheaval create fertile ground for disruption. When the landscape shifts, audiences are more receptive to fresh perspectives. The companies that seize these moments to challenge conventions don’t just survive turbulence—they redefine the market. Yet, the pressure to conform is immense. Marketers and brands are often encouraged to minimize risk, to blend in rather than stand out. The irony? In times like these, conformity is the most dangerous strategy of all.

To watch the brand new Adidas film "You got this", created by TBWA\NEBOKO and 180 Global , click here.

HIGH RISK, HIGH REWARD.

History shows that those who take calculated risks are often the ones who reap the greatest rewards. As Aristotle put it, “You will never do anything in this world without courage. It is the greatest quality of the mind next to honor.” Courage, in business as in life, is not the absence of fear but the willingness to act despite uncertainty. And the greater the risk, the greater the potential return. This is where Disruption? becomes more than a methodology—it becomes a necessity. It’s not about risk for the sake of risk; it’s about intelligent risk-taking. About seeing uncertainty not as a threat but as an opportunity to create lasting differentiation.

Click here to watch the Apple "Think different" campaign created by TBWA\Chiat\Day and TBWA\Media Arts Lab .

DOING THE BRAVE THING.

We’ve seen time and again that the boldest ideas, the ones that challenge norms and take calculated risks, are the ones that capture attention, spark engagement, and drive real growth. Think of the brands that have defined cultural moments. They didn’t wait for stability. They created it—on their own terms. This is why, as we step into 2025, we must challenge the misconception that disruption is too risky in uncertain times. The truth is, not embracing disruption is the real risk. Lee Clow (Creative director at TBWA\Chiat Day Los Angeles) once said, “If you don’t disrupt, you die.” Creativity isn’t a luxury—it’s the engine of relevance. Let’s make 2025 the year we dare to disrupt. As Lee Clow says in the video below : Let's do the brave thing !

腾迈 #theDisruptionCompany

Thank you for disrupting : Jean-Marie Dru , Troy Ruhanen , Denis Streiff , Deepthi Prakash , Luke Eid , Faye Raincock , Asheden Hill , Erin Riley , Erwan Guillou , Ben Williams , Philip Brett , Jon Castle , Jen Costello , Michael Horn , Taylor Williams , Jennifer G. , Esra Gurkan , Jennifer Domingo , Margaret Burns , M.Cem Topcuoglu , Sean Donovan , Reda Raad , Guillaume Pannaud , Kris Govaerts , Rik Ledder , Ulrich Proeschel , Larissa Vince , Fabrizia Marchi , Jesus Fuertes , Joanne Lao , José A. Terán , Emily Wilcox , Courtney Nelson , Eve Rémillard Larose , Mandy Wong , Luca Gallarelli , Stephen Corlett , Agathe Guerrier , Camila M. Costa , Luiz Lara , Alexandre Beaulieu , katrien de bauw , Kimberlee Wells , Paul Bradbury , Anne Vincent , Cyril Giorgini , Antoine de Tavernost , Catherine Michaud ...