Renato Rocha Interview(s)
PHNX Tribute Jury
Why did you think it was important to join the PHNX jury?
Initiatives such as this one are essential to foster our industry and take us forward. Bringing up what is fundamental to the development of our environment, but above all, where we should go when we think about communication.
It is very special for me to be part of this delegation.
It is very special for me to be part of this delegation.
What impact do you think the event might have on the industry?
To Inspire, Direct and Move forward. I believe that in addition to having them as goals, this is a background that will always serve as premises for the jury. In other words, in the end, we are talking about rewarding ideas with the power to generate deep reflections.
This provocation is the next step.
This provocation is the next step.
What do you think of the hybrid jury, which includes strategists and journalists alongside creatives?
Important. But I believe it is only the first step.
Professionals involved in communication have always done this.
How can we think of a next step, when the festival is made by advertisers, for advertisers, who are judged by advertisers? I believe that journalists, sociologists, psychologists and many other experts could indeed be part of the jury.
Initially I assume that we would have different results compared to those that were decided just by those working with advertising, but I honestly believe that it is not bad.
Except for categories involving craft and strategic results.
Professionals involved in communication have always done this.
How can we think of a next step, when the festival is made by advertisers, for advertisers, who are judged by advertisers? I believe that journalists, sociologists, psychologists and many other experts could indeed be part of the jury.
Initially I assume that we would have different results compared to those that were decided just by those working with advertising, but I honestly believe that it is not bad.
Except for categories involving craft and strategic results.
What will you be looking for when you start judging the entries?
1) Idea that really responds to the challenge;
2) Innovation, moving to the next step;
3) Craft applied to Storytelling;
4) Production of Case Studies.
2) Innovation, moving to the next step;
3) Craft applied to Storytelling;
4) Production of Case Studies.
What lasting impact might the current crisis have on creative work?
What we hear most is that it will change forever.
Change and the ability to adapt have been inherent to human beings for decades and centuries. But I believe that applied to our current context, changes can be more significant as long as concepts are used and deeper reflections are made. And therein lies the role of communication, to make the right provocations.
For better things to happen .... and as I commented in the first answers, let us be able to inspire by questioning people, so that our work is a compass in the right direction, with the purpose of making us have a better society.
Change and the ability to adapt have been inherent to human beings for decades and centuries. But I believe that applied to our current context, changes can be more significant as long as concepts are used and deeper reflections are made. And therein lies the role of communication, to make the right provocations.
For better things to happen .... and as I commented in the first answers, let us be able to inspire by questioning people, so that our work is a compass in the right direction, with the purpose of making us have a better society.
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