Leandro Bonfim (Kenny) Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
Being part of the PHNX Awards jury is an incredible opportunity to celebrate creativity in its purest and most transformative form. What motivates me is precisely the chance to dive into ideas that transcend borders, cultures, and formats, creating a positive impact on society.
I believe creativity plays a key role in shaping narratives that inspire change, provoke reflection, and build genuine connections between brands and people. In the judging process, I bring my keen eye for originality, relevance, and, most importantly, the impact these campaigns have on the world. To me, the true power of advertising lies in its ability to drive transformation and challenge the status quo—and that’s what I aim to highlight and recognize when evaluating the submitted work.
I believe creativity plays a key role in shaping narratives that inspire change, provoke reflection, and build genuine connections between brands and people. In the judging process, I bring my keen eye for originality, relevance, and, most importantly, the impact these campaigns have on the world. To me, the true power of advertising lies in its ability to drive transformation and challenge the status quo—and that’s what I aim to highlight and recognize when evaluating the submitted work.
PHNX has always been about celebrating creativity in all its forms. What new perspectives or disciplines do you think deserve more recognition in award shows today?
Creativity has the potential to shape and transform societies. Today, more than ever, technology amplifies this potential. Projects that go beyond communication and create real impact in society need to be recognized. When we combine creativity, purpose, and new technologies—such as Artificial Intelligence and immersive realities—we open the door to more innovative, inclusive, and transformative narratives. The true differentiator lies in using these tools to expand ways of thinking and connect people in an authentic way.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Creativity knows no borders, and what makes the current landscape so fascinating is the authentic diversity that emerges from different cultures around the world.
Latin America, for example, has always been a hub of vibrant creativity, driven by resilience, emotion, and a deep cultural connection.
Emerging markets are those that turn challenges into creative opportunities. It is in these spaces that ideas arise—not only breaking patterns but also redefining how advertising can impact the world.
Latin America, for example, has always been a hub of vibrant creativity, driven by resilience, emotion, and a deep cultural connection.
Emerging markets are those that turn challenges into creative opportunities. It is in these spaces that ideas arise—not only breaking patterns but also redefining how advertising can impact the world.
What trends or cultural shifts do you think will define the most impactful creative work this year?
The most impactful creativity this year will be the one that balances technology and humanization.
The use of Artificial Intelligence is redefining creative processes, but its true value lies in enhancing authentic narratives and connecting brands and people in more meaningful ways.
Additionally, cultural diversity will remain a key pillar. Ideas that represent diverse voices and engage with different realities will become even more relevant, making advertising more inclusive and transformative.
The use of Artificial Intelligence is redefining creative processes, but its true value lies in enhancing authentic narratives and connecting brands and people in more meaningful ways.
Additionally, cultural diversity will remain a key pillar. Ideas that represent diverse voices and engage with different realities will become even more relevant, making advertising more inclusive and transformative.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Be authentic and bold.
The most powerful ideas are those that carry truth, create connection, and challenge the obvious. The work that leaves a lasting mark is the one that dares to innovate, evoke emotion, and, most importantly, make a positive impact on society.
Creativity has the power to transform realities—use it with purpose.
The most powerful ideas are those that carry truth, create connection, and challenge the obvious. The work that leaves a lasting mark is the one that dares to innovate, evoke emotion, and, most importantly, make a positive impact on society.
Creativity has the power to transform realities—use it with purpose.
Which creative minds are inspiring you the most right now?
Brazilian agency professionals and Brazilians working abroad have been creating incredible campaigns that truly inspire me every day.
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