Adeline Chew Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
As a brand strategist, I value the connection between the Brands and Creativity. Especially with the experiential category, I truly hope and belief I could bridge the gap between brands and the creative community. Recognizing impactful case studies shows brands the value of investing in creativity while demonstrating the creative community's ability to deliver results.
It is also important championing diverse voices; recognizing case studies from diverse brands, agencies, and creators broadens the industry's perspective and encourages inclusivity, leading to richer and more impactful activations.
It is also important championing diverse voices; recognizing case studies from diverse brands, agencies, and creators broadens the industry's perspective and encourages inclusivity, leading to richer and more impactful activations.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
It is a perfect mix of voices and thoughts; the final results would be the best of all world
What do you think of the idea of free entry until the shortlist stage?
This is great opportunity for the newbies and solar creators in the industry to showcase their work and being recognized for their great work. This would break the bias of only international agencies or large corporates would be the sole winner and recognized in the industry.
How would you define the perfect PHNX Awards winner?
I don’t think there is a perfect WINNER; but if I were to dream about this:
It should be so fresh, it makes my taste buds do a conga. Seriously, it should be innovative, break new ground, and be as far removed from tired tropes as a disco ball is from a monastery.
It should make me laugh so hard I snort milk out my nose. Humor is the universal language, and a campaign that tickles the funny bone while delivering its message is a winner in my book (or should I say, pickle jar?).
It should be so emotionally resonant, that it makes Alexa cries. Tugging at heartstrings is powerful, but don't get me wrong, I'm not looking for manipulative sapfests. Think heartwarming, thought-provoking, and leave the audience feeling something deeper than just the urge to buy more stuff.
It should be as shareable as a cat video with laser eyes. In today's digital age, virality is key. The campaign should be so darn good, people can't resist sharing it with their whole online posse. Think clever, interactive, and meme-worthy.
It should be so effective, it makes sales figures do the Macarena. Ultimately, the goal is to move the needle, so the campaign needs to show measurable results.
It should be so fresh, it makes my taste buds do a conga. Seriously, it should be innovative, break new ground, and be as far removed from tired tropes as a disco ball is from a monastery.
It should make me laugh so hard I snort milk out my nose. Humor is the universal language, and a campaign that tickles the funny bone while delivering its message is a winner in my book (or should I say, pickle jar?).
It should be so emotionally resonant, that it makes Alexa cries. Tugging at heartstrings is powerful, but don't get me wrong, I'm not looking for manipulative sapfests. Think heartwarming, thought-provoking, and leave the audience feeling something deeper than just the urge to buy more stuff.
It should be as shareable as a cat video with laser eyes. In today's digital age, virality is key. The campaign should be so darn good, people can't resist sharing it with their whole online posse. Think clever, interactive, and meme-worthy.
It should be so effective, it makes sales figures do the Macarena. Ultimately, the goal is to move the needle, so the campaign needs to show measurable results.
What is having the biggest impact on creative trends at the moment?
I think the biggest question or trend is the rise of AI and Automation. AI is influencing everything from content creation to design tools, pushing boundaries and automating repetitive tasks. This frees up time for human creativity but also raises questions about authenticity and the role of the human touch. And with these accessible tools and platforms, anyone can be a creator. This is leading to a more diverse and inclusive creative landscape, but also poses challenges in terms of quality control and originality. It is definitely mix opinions whether should we define this as a trend or challenge.
Who would you nominate as your two or three “creatives of the year”?
Maybe more on all time favorite: the Heinzjack world cup activation and knock knock silent emergency call
.