Raimundo Undurraga Interview(s)
PHNX Tribute Jury
Why did you think it was important to join the PHNX jury?
I think it is these days where we must demonstrate that creativity is effective not only to build brands, also help people. This festival seems great to me to not stop believing in those principles of creativity, strength them and not lose the desire to go for more.
What impact do you think the event might have on the industry?
Celebrate the good campaigns is part of the DNA or creative community, I hope this event and the awarded campaigns increase the power of ideas in this crazy days.
What do you think of the hybrid jury, which includes strategists and journalists alongside creatives?
These days it became clear that nobody owns the truth and that we need different points of view. I think it will be interesting, more diversity make more relevant the award. Will be interesting see how they vote and what they think.
What will you be looking for when you start judging the entries?
The best idea. The fresher for the context, more relevant for people and the most innovative for the category.
What lasting impact might the current crisis have on creative work?
I think this will change the way that the brands are build, many brands are stronger today because they have been building a personality, a voice and maturity with purposes and points of view; and some many other brands are opportunists because never built credentials to go out today and be part organic of the discussion.
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