Felipe Cendales Interview(s)

This year, as in previous years, I am captivated by the idea of democratizing a business that sometimes seems so closed and exclusive. It motivates me to be part of an idea in which everyone has the same possibilities and diversity is evident, even from the jury.

I think it's a great experiment that allows us the opportunity to see advertising from different perspectives; often we're biased by our day-to-day lives, and taking off our advertising lenses becomes difficult. That's when festivals with such an interesting diversity proposal gain strength and come as a breath of fresh air amid the suffocation of repetition.

While I appreciate the intention behind the idea of free entry until the shortlist stage, I have some reservations. I believe that having a nominal entry fee can help ensure a certain level of commitment and seriousness from participants, thus potentially enhancing the quality of submissions. However, I understand that the aim is to make the process more accessible, and I think that's commendable. Perhaps there could be a middle ground where there's a reduced fee or waivers for certain demographics or categories to promote inclusivity while still maintaining a sense of value in the entry process.

I would characterize the ideal winner as an entry that demonstrates outstanding creativity, innovation, and effectiveness in achieving its objectives. The perfect winner would not only showcase exceptional talent and skill but also push boundaries, challenge norms, and inspire others within the industry. I would love to see fearless ideas

Currently, technology advancements, cultural shifts, remote work, the e-commerce boom, and changing content consumption habits are the primary influencers of creative trends.

Short-form content, influencer marketing, and native advertising are gaining momentum. The challenge lies in being relevant without being intrusive, offering genuine entertainment and experiences through communication.

Sergio Gordilho and Alexis Ospina.